SPAM SUPERBOWL ADS
A campaign series to highlight Spam products as a part of Superbowl and party foods. Posters, billboards and social media with the theme "A convenient, tasty and unexpected new alternative to your party food - a challenger to the same-old."
Contribution: 100%
Copywriting, layout, typography & design
Creative Brief
What do we want to accomplish?
Objective: Build awarness to raise sales - for people to think of and buy Spam for their Superbowl parties, to be an new alternative to their football Sunday meals. Try & buy Spam for your next get together.
Overview: Spam is widely considered to be pretty disgusting meat in a can and only used as survivor-food. We want to change that image to raise sales, for people to think more positively about the brand and product and open their eyes to what you can use it for.
What is the brand character?
Witty, humerous tone, building on nostalgia and convenient creative recipes. Simple food, few ingredients, easy to use.
Whom are we talking to?
Target audience: Mainly women 20-45 years old, shopping for their family’s or friend’s Superbowl party. Looking for a new alternative for their party snacks or dinners, yet likes the traditional football-snacks kind of food like chicken wings, burgers, pulled pork, tacos.
Behaviour: They want a new alternative for their football snacks - something that appeals to them when it comes to easy, tasty and trying new recipes. They have dinner parties and gather their friends and families for Superbowl Sunday for a big feast with various dishes. Likes trying new things that aren’t too difficult to make, like the all-american kitchen.
What media do they use: They watch TV: soap operas, reality shows and news channels. They read their newspaper online but buy food and fashion magazines ocassionally.
Opinions and needs: Open to try new things when it comes to food, doesn’t have to be trendy or expensive or fine dining. Wants something new and simple to add to their dishes, not very fond of the thought of canned meat for dinner.
What do they think of the product: They’re a little sceptic to the product but is willing to give it a try as a substitute in common recipes and dishes, are open to new things but thinks it sounds a little gross with meat in a can without having tried it.
Target audience: Mainly women 20-45 years old, shopping for their family’s or friend’s Superbowl party. Looking for a new alternative for their party snacks or dinners, yet likes the traditional football-snacks kind of food like chicken wings, burgers, pulled pork, tacos.
Behaviour: They want a new alternative for their football snacks - something that appeals to them when it comes to easy, tasty and trying new recipes. They have dinner parties and gather their friends and families for Superbowl Sunday for a big feast with various dishes. Likes trying new things that aren’t too difficult to make, like the all-american kitchen.
What media do they use: They watch TV: soap operas, reality shows and news channels. They read their newspaper online but buy food and fashion magazines ocassionally.
Opinions and needs: Open to try new things when it comes to food, doesn’t have to be trendy or expensive or fine dining. Wants something new and simple to add to their dishes, not very fond of the thought of canned meat for dinner.
What do they think of the product: They’re a little sceptic to the product but is willing to give it a try as a substitute in common recipes and dishes, are open to new things but thinks it sounds a little gross with meat in a can without having tried it.
How will you reach them (effective media placement)?
Through print ads in food magazines, in-store display, bus stop ads and some social media featuring Superbowl. Guerilla marketing: food truck, free samples in store, coupons in store attached on products that could be used in dishes with spam(for example taco shells, burger buns).
What is the big idea platform?
A convenient, tasty and unexpected new alternative to your party food - a challenger to the same-old.
What is your approach?
Tactics: To welcome/introduce Spam into the football culture - the new football star/hero
who knows flavor(witty, not too serious), by comparing and challenging the traditional
superbowl sunday snacks and foods with Spam, portraying a champion of foods. Showing
dishes with spam in them as a new alternative to the same kind of food. Using clean visual
elements of Spam dishes along with the headlines - the copy is in focus and it works as a
conversation more than headlines.
Tactics: To welcome/introduce Spam into the football culture - the new football star/hero
who knows flavor(witty, not too serious), by comparing and challenging the traditional
superbowl sunday snacks and foods with Spam, portraying a champion of foods. Showing
dishes with spam in them as a new alternative to the same kind of food. Using clean visual
elements of Spam dishes along with the headlines - the copy is in focus and it works as a
conversation more than headlines.
Attention: Big clean images, a lot of white space, and type that stands out and works as
the main message.
Interest: By showing recognizable food being compared to each other we raise an interest
in knowing what the difference is and what makes the other better.
Desire: The solution to their problem is an easy, tasty alternative to their food. Getting full
flavor in a convenient, easy way.
Action: The “expect more“ at the bottom engourages the consumer to buy and try the
Spam products for their next recipes.
Approach: Pathos - it touches the consumer’s needs and desire by presenting an
alternative and something new to their table in a fun way.
What do we want people to think about the brand and product: For the consumer’s first
thought of Spam to not be “disgusting, canned meat“, but as something you can use in
almost all your dishes and in many different ways - and it tastes good. The brand is hip
and trendy and dares to be challenging and fun.
How do the graphics support the big idea:
The different foods challenging each other (one same-old/boring and one with Spam in
it) communicates that Spam is a worthy opponent and can actually taste better than the
“same-old“. It also strengthen the brand’s awarness by showing that you can do so much
more with Spam than most people think - as an alternative or to try new recipes for your
party foods.
