Cheeky Rustles up a Campaign to Attract New Audience for the SPAM® Brand

The refreshed approach brings a new layer of emotional engagement and a contemporary tone of voice to the brand in the UK, with an aim to recruiting a younger audience of SPAM® Brand lovers.

Building on the insight that sometimes we’re just looking for that quick, no-faff meal that really delivers on flavour and satisfaction, the creative brings in the knowledge that everyone loves watching a TV chef, even if their recipes can sometime be a little unpractical.

The campaign features a no-nonsense northerner who loves watching and taking inspiration from the TV chefs. However, he does take everything with a large pinch of (beautifully sprinkled) salt. After all, their complicated, ‘chef-y’ ways and locally sourced, high-class Deli ingredients are just not realistic for everyday folk.

Our protagonist, Nigel, takes us through his own 'food journey', in his kitchen. With a gentle dose of humour and a few nods to camera, his culinary process culminates in a delicious plate of SPAM® egg and chips, complete with a dollop of ketchup, or, as he puts it, “a drizzle of jus”.

The endline, ‘Keep It Real’ perfectly sums up Nigel’s approach and the premium quality of the product, which only uses prime cuts of pork.    

Creative director Wayne Pashley, an ex-pat northerner himself, explains “Having a gentle poke at the UK’s ongoing love affair with celebrity chefs gives us a great opportunity to bring a new personality and energy to this iconic brand, as well as showing how SPAM® chopped pork and ham can be a tasty, versatile and convenient ingredient, without any pretentiousness.” 

This is the first SPAM® Brand campaign with new agency Cheeky Communications who were awarded the account after winning Hormel Foods’ SKIPPY® Peanut Butter brand with a competitive pitch. The campaign was shot by Trevor Melvin through Love productions.

Liz Dee, head of marketing and business development for Hormel Foods, EMEA Region, commented “We were looking for a fresh new approach to the brand which was forward facing, whilst still building on the great heritage. We felt the charm and humour in this idea would really resonate with a new, younger audience whilst reminding our current audience of all the great reasons to buy SPAM® products.”

Launched in 1937, by US food group Hormel Foods, SPAM® products are distributed through Danish Crown in the UK. The campaign will roll out, from the 1st June, across TV and social.