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The Makers of the SPAM® Brand Launch Kitchen Diva Campaign in the Philippines

The makers of the SPAM® brand are building off the success of last year’s ALL4SPAM® boy band campaign in the Philippines with an all-new music-themed campaign featuring Filipino R&B singer-songwriter Kyla Alvarez, better known by her stage name Kyla.

The SPAM® brand Kitchen Diva campaign, featuring real-life diva Kyla belting out delicious SPAM® recipes, is part of the SPAM® CAN! platform and demonstrates how SPAM® products can be a diva in the kitchen and turn everyday meals into something extra special.

Inspired by popular Christmas songs, the campaign started off with “All I Need This Noche Buena”, a music video where Kyla belts out the recipe for SPAM® Paella, promoting it as the perfect dish for the holidays. The campaign, which features additional localized recipes that revolve around versatility and convenience, will utilize TV, radio, outdoor and digital advertising.

SPAM® products continue to be viewed as a premium offering in the Philippines,” said Jaynee Sherman, Hormel Foods International senior brand manager. “Working with a premium, first-class superstar like Kyla felt like a perfect fit. Kyla really helps the campaign connect with Philippines consumers and gives them a reason to celebrate all things that SPAM® CAN! do.”

The campaign was timed to launch just before Christmas, Filipinos’ largest holiday celebration and a time when large gatherings of friends and family come together.

SPAM® Paella

  • Total Time

    30 minutes
  • Serves

  • 1 can SPAM® Less Sodium, cubed
  • 1/4 cup olive oil
  • 1 teaspoon minced garlic
  • 1 piece white onion, chopped
  • 1 piece red bell pepper, diced
  • 1 piece green bell pepper, diced
  • 1-2 pinches saffron
  • 2-3 tablespoons tomato paste
  • 3 cups cooked rice
  • 1 small can of pimento


Heat oil and sauté garlic and onion. Add bell peppers and sauté. Add saffron. Sauté for a minute. Add SPAM® Less Sodium and tomato paste. Cook for 2 minutes. Add rice. Season to taste with salt and pepper. Transfer to plate. Garnish with pimiento.

Find more Filipino cuisine with SPAM® products at