CHICAGO: Hormel Foods is working to persuade consumers to use more Spam, its canned meat product, in the latest phase of its “Break the monotony” campaign.
Today the brand debuted a recipe exchange, "Dish This," on Spam's homepage that lets consumers share and rate recipes that include Spam, as well learn new ways to use the product in foods. The campaign was designed to support Spam's “Break the monotony” ad campaign that launched last year.
“This campaign takes ‘Break the monotony' one step further by getting participation from customers and having them share great Spam recipes with us,” said Dan Goldman, senior product manager at Spam. “[For example], we've had people who love grilled cheese saying their grilled cheese tastes better with a slice of Spam.”
Hormel is working with Burson-Marsteller on PR and the agency's Proof Digital Interactive is leading the Web development and creative components.
The first phase is encouraging consumers to share their stories of using Spam with eggs to “break their breakfast boredom.” In April, the campaign will expand to include a focus on sandwich recipes with Spam, followed by pastas in July.
The effort is targeting occasional Spam users who use the product fewer than once a year because they only know a few recipes that call for Spam.
“For us, the occasional user market is bigger than nonusers,” Goldman said. “Plus the occasional user is much closer to our core and frequent users. We want to bring them closer to our core users and increase their buy-rate and household penetration.”
Spam is among the brands partnering with Jay DiEugenio, known as “the tailgate guy,” for a 10-city media tour to give suggestions for Super Bowl party foods. The tour will include recipes with Spam. The team is also using targeted media outreach, Twitter, Facebook, and its newsletter for promotion. “In April and May we'll do a radio tour to build awareness in about 250 markets with a picnic theme,” Goldman said. “We'll do promotions of the recipe exchange and do giveaways for listeners.”
The campaign will be evaluated on Spam's usage level among occasional users and Web metrics, like recipes uploaded and downloaded and Web traffic.