The iconic SPAM meat brand is set to launch a new social media strategy fully integrated with above the line activity in the UK.
The strategy, developed by recently appointed digital marketing agency, I Spy, will be implemented in partnership with the SPAM brand’s existing creative agency Underground.
First arriving in the UK in 1941 following the signing of the American Lend Lease act, the SPAM brand became a wartime favourite and remains one of the UK’s most recognisable brands.
Marianne Pollock, International Marketing Manager for the SPAM brand said: “We have long known that a significant proportion of our core market were using Facebook and other social media. SPAM has a fiercely loyal market in the UK as evidenced by the popularity of the SPAM fan club.
“In order to further connect with this market, we approached I Spy to create the UK social media strategy. The strategy will be aimed at both new and existing consumers, taking an integrated approach with other marketing activity including TV advertising and PR. This will ensure that all of our communication is streamlined and enable a wider reach to all of our consumers.”
Nick Jones, Managing Director at I Spy said: “We are delighted to come on board with such an iconic brand, particularly given the history of the product and where it currently sits within the UK marketplace.
“This is a significant move for the SPAM brand and we are all very excited about the journey it will take us on and the impact on the brand’s bottom line.”
Activity delivered by I Spy will focus on promoting the character of the brand through consumer engagement, coupon distribution, competitions and special events, rolled out across key social media platforms Twitter and Facebook in conjunction with offline activity.
Brand strategy and communications agency Underground specialises in ‘brand storytelling’ and has worked with SPAM Chopped Pork and Ham since 1998. Justin Yeaman, Senior Account Director at Underground said: “The SPAM brand has a strong and loyal following. The mere mention of the name evokes a reaction and it has no shortage of stories – whether myth or fact.
“Social media provides the ideal environment for audiences to share their own tales about the brand and we are working with I Spy to ensure that the SPAM brand’s own story is set straight.”