Spam Campaign Contest

The Client? Spam

The Issue? Everyone knows Spam, no one reaches for it and prefers instant delivery meals.

Our Insight? Lack of competitors means the real competition is the culture. In a world where healthy, phone-eats-first meals are king, SPAM is unglamorous, unchanged, and undifferentiated to the consumer until they put in intentional work to make it tasty.

Our Opportunity? Show Spam as it truly is. Unglamorous and blank slate to get creative in unispiring times 

Text slide with the heading "GET TO BY" and the words"GET", "TO", and "BY" highlighted in yellow, explaining how to incorporate Spam into cooking for creativity.
Colorful outdoor art display with painted tables and plates showing various foods; bold yellow text reads "Blank slate. Full table." and "SPAM."
Poster explaining that SPAM is versatile and creative, showing a tall stack of different food items made with SPAM and a can of SPAM at the bottom.
A bulletin board with various flyers and notices, including a large sign for a delivery app problem with a detailed order bill, and smaller notes offering free plants, yoga classes, guitar lessons, dog walking, tutoring, and a garage sale.

THE FULL STORY:

Book cover titled 'SPAM' in large yellow text on a dark blue background, with a yellow border at the top and bottom. Authors listed: Charlie Townes, Nolan Duke, Chris Bitterman, Zoe Goldstein, Cielo Ochoa.
A collage features Jay Hormel, the inventor and original distributor of Spam, in a black-and-white photo. Adjacent images show vintage Spam print ads and a tray of Spam cans. The right side displays a historical photo of the 125th Fighter Squadron in
Comparison of two Spam canned meat products: one from 1937 labeled as 'A New Hormel Meat' with a picture of the meat, and one from 2026 labeled as 'Classic' with a picture of a Spam sandwich, highlighting changes in packaging and branding over time.
A can of Spam meat with the label showing slices of Spam on a plate.
Shelf stocked with cans of SPAM, a canned meat product, with a blue and yellow promotional banner about the canned meat category, highlighting Hormel Foods Corporation's SPAM as the leader.
Comparison of two canned meat products, Armour Treet and Libby's Corned Beef, with a heading about competitors and a statement 'The real competitor becomes...'
The image has a dark blue background with bold yellow text that reads 'THE CULTURE'.}
Presentation slide titled "From Fuel to Feed: A Content Opportunity" with four images: a kitchen with wooden cabinets and a person in front, a TikTok video with people in a room, a person preparing sushi, and colorful bowls with food, possibly desser
Three images: a woman and a man holding a colorful stuffed pepper, a close-up of spicy vodka pasta in a bowl, and a bowl of whipped coffee."
Slide with yellow text on blue background discussing younger generations and ultra processed foods, with images of grocery store shelves and a shopping cart with a cartoon face.
A diet food label titled "The Uncomfortable Truths" with nutrition facts showing a serving size of 2 oz, 180 calories, 16g total fat, 6g saturated fat, 40mg cholesterol, 790mg sodium, 1g total carbs, 1g added sugars, and 7g protein. There is an image
Text on a blue background discusses 'The Tension' in consumer habits, highlighting spam food as unglamorous and undifferentiated until given intentional effort. An inset shows a young man and woman in a kitchen, with the woman holding a Spam product
A young woman with shoulder-length dark hair, wearing a yellow off-shoulder top and striped pants, cooking in a kitchen with wooden cabinets and a bright ceiling light. She holds a silver pot and is making a peace sign with her right hand.
A collage showing three images related to delivery app problems. The main text discusses the challenges of independence without a dining hall and the success of delivery apps targeting tired customers. The first image shows a woman with curly hair ma
Comparison graphic showing the cost of homemade Spam Musubi from Walmart versus delivery from Hawaii Island grill in Eugene. The homemade version costs $6.59 for 10 pieces, while the delivery from the restaurant costs $34.82 for 10 pieces, including
A tray of Spam musubi arranged in a grid pattern with a caption about the delivery app problem.
A humorous message on a beige background with a can of Spam and a sandwich on the label. The text criticizes the use of spam as a marketing tactic and encourages creative advertising.
Text on a blue background promoting SPAM as a creative kitchen ingredient, encouraging independents to get creative with SPAM, see it as a go-to ingredient, and make it a part of their meals.
Advertisement for Spam featuring a large stack of sandwiches made from Spam and seasonings, with a can of Spam at the bottom right, and text promoting Spam's versatility.
Text graphic with a dark blue background divided into sections. The top left corner has the word "TACTICS" in yellow. The main text reads "WILD POSTINGS displayed outside new college student apartment buildings across the United States" in white, bol
Colorful murals of tables filled with various dishes and plates of food against a blue background, with large yellow text saying "Blank slate. Full table. SPAM."
Several tables covered with colorful food dishes, mostly salads and appetizers, outdoors on a blue tablecloth, with a grocery store or service area on the side.
A digital graphic displaying a social media sweepstakes for college-age artists to redesign Spam cans. The background is dark blue with yellow and white text, with the Spam logo in the bottom right corner.
Left side of the image contains a colorful advertisement for a contest to design a spam can, with text and graphics highlighting prizes and entry details. The right side shows a black-and-white template for designing the front and back of a spam can,
A sign with the text "TACTICS" in yellow at the top left corner, large white text in the center reading "ANTI DELIVERY APP ADVERTISING displayed next to delivery app billboards," and the word "SPAM" in yellow at the bottom right corner.
Community bulletin board with various flyers and notices about local events, services, and needs.