Spam cooks up a new TV campaign to attract younger audiences

Canned meat brand Spam has launched a new TV campaign with the aim of attracting new consumers to the processed pork product.

Created by agency Cheeky Communications, the campaign hopes to bring a new layer of emotional engagement and a contemporary tone of voice to the brand.

The advert features an aspiring chef who, taking inspiration from a few TV recipes, recreates some of his favourite dishes using spam, with an aim to show both the practicality and premium quality of the product.

The advert’s protagonist, Nigel, is a ‘no-nonsense northerner’ who takes the viewer through a ‘food journey’, noting that locally sourced, high-class Deli ingredients are just not realistic for ‘everyday folk’.

Each clip features the endline, ‘Keep it real’, which both sums up the character’s approach and conveys Spam’s desire to be seen as a premium quality product – as it only uses prime cuts of pork.

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Danish Crown UK commercial sales manager, Jelsey Barnes, said: “We were looking for a fresh new approach to the brand which was forward facing, while 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.”

Cheeky Communications creative director Wayne Pashley commented: “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.”