Hormel's SPAM Launches Digital Campaign

This March, the SPAM brand's first-ever spokescharacter, Sir Can-A-Lot, takes his playful personality and popularity to the next level by helping people everywhere "Break The Monotony" of their everyday lives. Partnering with Roy Choi of Kogi BBQ Truck fame, Sir Can-A-Lot will use social media to connect with brand fans distressed by daily dullness to achieve their mission of ridding the world-wide-web of mealtime boredom.

 

"The 'Break The Monotony' campaign will allow SPAM fans to connect with the brand on a more personal level within the social space," says Nicole L. Behne, senior product manager of SPAM family of products. "Participants will experience the fun-loving, down-to-earth brand personality firsthand through their dialogue with Sir Can-A-Lot and enjoy new recipes created by Chef Roy Choi."

 

Beginning March 1, the animated Sir Can-A-Lot takes over the social media properties of the SPAM brand. Throughout the month, he will seek out and respond to Internet users suffering from routine meals and boring tweets, addressing many of them personally with a unique web video. The videos will be written, recorded and fully-animated in real-time, allowing Sir Can-A-Lot's personality to shine. The creative execution is being managed by BBDO Proximity Minneapolis, with Laika House creating and animating the Sir Can-A-Lot spokescharacter. The action will be focused on the SPAM brand's Twitter, YouTube and Facebook pages.