SPAM® brand’s high impact TV campaign went live in March across the United Kingdom.

Following on from successful campaigns over the past 3 years, the iconic SPAM® Brand launched a refreshed ATL campaign, with the aim of driving new consumers to the category.

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 British man Nigel who loves watching and taking inspiration from TV chefs. However, he likes to take everything with a large pinch of salt as the chefs’ complicated ways, plus fancy and hard to find ingredients are just not realistic for everyday people. The films see our home chef visiting his sister “down south” in the UK and creating his signature SPAM® burger to help cheer them up. The overall campaign celebrates the great taste and versatility of SPAM® products through easy to make and delicious SPAM® meals, not to mention poking a little fun at those celebrity chefs.

Throughout the campaign, our protagonist, Nigel, shares a variety of delicious SPAM® recipes from SPAM® burritos to new SPAM® Asian fusion recipes like SPAM® ramen to inspire our audience.

The campaign tagline, ‘Keep It Real,’ sums up perfectly Nigel’s down-to-earth approach to delicious homemade meals showing how SPAM® chopped pork and ham can be a tasty, versatile, and convenient ingredient, without any pretentiousness.

The campaign will roll out across TV, social media, gaming advertising, and retail media, and will be supported by ongoing PR efforts with several influencers creating their own tasty and accessible SPAM® recipes guaranteed to inspire consumers’ next mealtime idea.

Video link: Keep it real with SPAM® Burgers