Spam has struggled to shake off its association with a famous Monty Python sketch, which lampooned the food.
New products include a black pepper and garlic Spam, launching in March. A garlic and a bacon variety, along with Spam Lite, will be available later in the year.
PR for the launches will integrate with two TV advertising campaigns, handled by agency Underground.
GS will target over-45-year-old city dwellers – as well as dieters. The agency said there would also be a focus on increasing usage among traditional buyers.
Hormel has also briefed GS to promote its tinned Stagg Chilli brands. Account fees total £250,000.