SPAM Turns 75, Rolls Out New Advertising CampaignBy: Josh Wolford - February 29, 2012
Everybody love SPAM, right? No, not the kind that you have email filters for, but the kind that comes in a can – SPiced hAM.
Ok, not everybody loves SPAM. Hawaii really does though. Personally, it’s hard to say no to a fried SPAM sandwich, but then again I’ve always been a fan of the world’s little culinary oddities. This year marks the 75th anniversary of the rectangular meat and in celebration of that SPAM is starting a whole new advertising campaign that involves TV ads, online banner ads, and a new website fit with games and new recipes.
First up, SPAM is finally getting a spokesperson. The new SPAM mascot is called Sir Can-A-Lot, and he says that he’s here to “rescue the world from routine meals.”
“The introduction of Sir Can-A-Lot provides an engaging presence that highlights the playful and down-to-earth personality that makes the SPAM brand both unique and timeless,” said Nicole L. Behne, product manager of SPAM family of products. “The campaign features him ridding not only mealtimes of boredom, but also helping consumers ‘Break the Monotony.’”
And with the choice of a knight for their spokesperson, SPAM looks like they are continuing to embrace the Monty Python (Spamalot) association.
Here’s what you can expect from the 75th anniversary ad blitz coming from SPAM:
The booming personality of Sir Can-A-Lot comes to life in various elements:
Television spots:Three, 30-second, animated television advertisements feature Sir Can-A-Lot introducing SPAM products into ho-hum meals in surprising ways
Online banner ads: Online banner advertisements depict Sir Can-A-Lot proudly showcasing his love for SPAM products.
Redesigned SPAM.com: SPAM.com, has been redesigned to create a modern home base for the brand’s fans. Sir Can-A-Lot serves as the site’s guide to help fans break out of their boring routines, and surprises audiences by having them scroll not down, but UP to view the content!
The Glorious SPAM Tower: Fans are encouraged to explore the unlimited heights of Sir Can-a-Lot’s world, and to contribute content to the growing tower made up of cans. Within each can, fans uncover new product varieties, read news and interact with the brand on Facebook and Twitter.
Enhanced Recipe Features: Discover an entirely new set of recipe options, including SPAM recipe descriptions and user-friendly images.
Fun & Games: Become immersed in the world of Sir Can-A-Lot that invites users to explore the SPAM brand.
The company’s promoting the anniversary via social media like Facebook and Twitter as well:
SPAM has been the brunt of countless jokes in its 75-year history. But on average, 3.8 cans are consumed each second in the U.S. It obviously has a loyal following, but this anniversary ad campaign looks to be trying to bring the brand into the social age. What do you think of their new spokesman? Let us know in the comments.