Food and drink - SPAM looks to younger eaters

Campaign: SPAM Cook of the Year Client: Hormel Foods PR team: Golley Slater Timescale: February - April 2008 Budget: £34,000

 

In February 2008, Golley Slater launched a search for the UK's SPAM Cook of the Year 2008.

Objectives

- To raise awareness of SPAM's growing product range among a younger audience

- To increase sales of SPAM across the UK

- To increase traffic to the SPAM UK website and fan club

- To build relationships with Hormel Foods in Austin, Minnesota.

Strategy and Plan

The competition was run via the spam-uk.com website to show off some of the best recipes. It ran in a key sales time for SPAM following Christmas and New Year.

The prize was a five-day holiday in Minneapolis, Minnesota. The official home of SPAM is at Hormel Foods HQ in Austin, and the prize included a tour of the SPAM museum.

Measurement and evalutation

There were more than 20 interviews on regional radio with finalists and Hormel Foods representatives, as well as national print coverage and ten pieces of online coverage.

Results

There was a 15 per cent increase in traffic to spam-uk.com and a 12 per cent increase in fanclub members between February and April 2008. Sales of SPAM went up by three per cent between March and April.

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