The campaign revolves around Filipino cuisine with SPAM® products incorporated, as well as ALL4SPAM, the SPAM® brand’s very own boy band.
“The SPAM® brand team felt a need to connect with our consumers in the Philippines and to remind them of not only the iconic taste of SPAM® products, but also the versatility that the brand offers,” said Jaynee Sherman, senior brand manager, HFIC. “This campaign really connected with Philippines consumers and gave them a reason to celebrate what SPAM® CAN! do.”
Because of Filipinos’ love of singing and boy bands, All4SPAM, the SPAM® brand’s very own boy band, was also created for the campaign. The group features four guys that sing, dance and cook. Various elements of the campaign have included a television ad, a music video, billboard advertisements, taxi advertisements and digital advertisements.
A main part of the platform is appetite appeal imagery that is seen as aspirational to Filipinos. Various recipes used revolve around Filipino favorites like SPAM® spaghetti, SPAM® Sisig and Tokwa’t SPAM® and SPAM® tacos.
- 1 can SPAM® Classic
- 50 grams raw spaghetti
- 1 medium onion; diced
- 2 cloves garlic; minced
- 250 grams Tomato Parmesan Cheese Sauce
- As desired Parmesan cheese
- To Garnish Basil leaves
- Optional Garlic Bread
Boil spaghetti noodles in salted water and cook according to package directions. In a medium sauce pan, sauté onions and garlic. Add diced SPAM® Classic. Cook for about 10 min. Add 250 grams Tomato Parmesan cheese sauce. Simmer for another 10-15 minutes. Season to taste. Divide cooked noodles onto pasta bowls, top with SPAM® Classic sauce. Sprinkle Parmesan cheese, garnish with basil leaves and serve with garlic bread if desired.
- 1 can of SPAM® Classic , diced
- 1 tablespoon vegetable oil
- 1 medium sized onion, chopped
- 3 cloves garlic, minced
- 1/4 calamansi
- 1 green chili, sliced
- 1 red chili labuyo (optional), thinly sliced
- to taste salt & pepper
- 1 egg
In a medium sauté pan, heat vegetable oil. Add diced SPAM® Classic, onions and garlic. Simmer for 10-15 minutes (cook longer if one desired a crispier SPAM® Classic sisig). Add calamansi juice, green chili, red chili (if using). Season to taste. Heat sizzling platter. While sizzling platter is heating, heat vegetable oil in a medium sauté pan and make a sunny side up egg. Add a pad of butter to heated sizzling platter, then pour cooked SPAM® Classic mixture onto platter and top it with sunny side up egg.
Tokwa’t SPAM® Recipe
- 1 can SPAM® Less Sodium , cubed 1×1″
- 1 block semi firm tofu, sliced 1” thick
- 1 red onion, sliced thinly
- 3-5 red chilies, sliced
- 5 stalks spring onion, chopped (optional)
- 2 tablespoons soy sauce
- 1 tablespoon vinegar
- 1-2 teaspoons sugar
- 1/4 teaspoon black pepper
- as desired onion, chopped
- as desired garlic, chopped
Prepare sauce, by mixing soy sauce, vinegar, sugar, black pepper, onion and garlic together. Set aside. Preheat oil to 370°F. Deep fry cubed SPAM® Less Sodium and sliced tofu. Drain on paper towel. Cut fried tofu into cubes. Toss SPAM® Less Sodium, tofu and sliced red onion together. Top with red chili and spring onion. Drizzle with sauce mix and serve more on the side.
- 1 12-once can SPAM® Jalapeño, diced
- 1/2 cup canned black beans, drained and rinsed
- 1/2 cup canned corn, drained
- 10 yellow corn taco shells, heated
- as desired shredded lettuce
- as desired diced tomatoes
- as desired Queso Fresco cheese
- as desired salsa
- as desired sour cream
- as desired WHOLLY GUACAMOLE® Dip
In large skillet, saute SPAM® Jalapeño until lightly browned. Add black beans and corn and heat until warmed through. Fill warm taco shells with SPAM® mixture.
The SPAM® CAN! campaign was born and executed by the domestic team, and these efforts are an extension of that campaign into the Philippines market.
The SPAM® brand’s popularity in the Philippines is not just a recent phenomenon. American’s influence during WWII began when G.I.’s gave SPAM® products to the Filipinos because they did not have access to quality protein. Today, the Philippines is the brand’s number one export market.