Case Study: Hormel Foods grows SPAM® with Cheeky Communications

Hormel Foods refreshes SPAM® with Cheeky Communications to reach younger consumers

The customer Hormel Foods faced the challenge of revitalizing its SPAM® brand, which was perceived as old-fashioned and struggled to connect with younger consumers beyond its ageing core audience. To drive growth, vendor Cheeky Communications was tasked with overcoming concerns about processed foods and showcasing the product's versatility.

Cheeky Communications developed a campaign featuring a relatable northern character named Nigel, who used SPAM® in simple, realistic recipes as a contrast to complicated TV chefs. The solution, which ran across TV, digital, and social media, was so successful it was expanded with a second campaign. This ongoing effort successfully showcased the product's versatility and built new brand loyalists, with Hormel Foods' EMEA Brand Manager confirming Cheeky as the right partner to achieve their growth objectives.

Hormel Foods