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SPAM® Brand Launches “Break The Monotony®” Digital Campaign to Banish Mealtime Boredom


Austin, Minn.

This March, the SPAM® brand’s first-ever spokescharacter, Sir Can-A-Lot™, takes his playful personality and popularity to the next level by helping people everywhere “Break The Monotony®” of their everyday lives.

Partnering with Roy Choi of Kogi BBQ Truck fame, Sir Can-A-Lot™ will use social media to connect with brand fans distressed by daily dullness to achieve their mission of ridding the world-wide-web of mealtime boredom.

Beginning March 1, the animated Sir Can-A-Lot™ takes over the social media properties of the SPAM® brand. Throughout the month, he will seek out and respond to Internet users suffering from routine meals and boring tweets, addressing many of them personally with a unique web video. The videos will be written, recorded and fully-animated in real-time, allowing Sir Can-A-Lot’s™ personality to shine. The creative execution is being managed by BBDO Proximity Minneapolis, with Laika House creating and animating the Sir Can-A-Lot™ spokescharacter. The action will be focused on the SPAM® brand’s Twitter, YouTube and Facebook pages.

“The ‘Break The Monotony®’ campaign will allow SPAM® fans to connect with the brand on a more personal level within the social space,” says Nicole L. Behne, senior product manager of SPAM® family of products. “Participants will experience the fun-loving, down-to-earth brand personality firsthand through their dialogue with Sir Can-A-Lot™ and enjoy new recipes created by Chef Roy Choi.”

Choi’s recipes will inspire creativity among consumers and provide new ways to cook with the new spicy flavors of SPAM® Jalapeño and Black Pepper. Alongside Sir Can-A-Lot™, Choi will be active in the digital space engaging with fans and media. Choi is often considered the godfather of the food truck movement and is the chef and owner of four restaurants in Los Angeles, including the well-known Kogi BBQ gourmet food truck.

“The SPAM® brand echoes my passion for connecting the world together in celebrating how many families survived and prospered, viewing the can as a sense of hope and as a delicious mainstay. Creation of these recipes has allowed me to more intimately connect with my Korean heritage, Hawaii, and with all immigrant families that have made their way to America,” said Chef Roy Choi. “This partnership reflects my missions of flavor, honesty and social creativity and gives me the chance to work with one of my favorite ingredients and show others its versatility.”

For more information, please visit, join the conversation at, or!/SPAMbrand, and track the #BreaktheMonotony hashtag throughout the month of March. For more information on Roy Choi, please visit

About Hormel Foods

Hormel Foods Corporation, based in Austin, Minn., is a multinational manufacturer and marketer of consumer-branded food and meat products, many of which are among the best known and trusted in the food industry. The company leverages its extensive expertise, innovation and high competencies in pork and turkey processing and marketing to bring branded, value-added products to the global marketplace. The company is a member of the Standard & Poor’s (S&P) 500 Index, S&P Dividend Aristocrats for 2012, Maplecroft Climate Innovation Indexes, Global 1000 Sustainable Performance Leaders and was again named one of “The 100 Best Corporate Citizens” by Corporate Responsibility Magazine for the fourth year in a row. Hormel Foods debuted on the G.I. Jobs magazine list of America’s Top 100 Military Friendly Employers in 2012. The company enjoys a strong reputation among consumers, retail grocers, foodservice and industrial customers for products highly regarded for quality, taste, nutrition, convenience and value. For more information, visit

About Roy Choi

Roy Choi was born in Seoul, Korea and raised in Los Angeles, California. He graduated from the Culinary Institute of American in 1998 and went on to cook at the internationally acclaimed Le Bernardin. He was named Best New Chef by Food & Wine in 2010 and he and his Kogi BBQ team are recipients of a 2009 Bon Appetit award for excellence in culinary innovation. Choi is the co-owner, co-founder, and chef of Kogi BBQ, as well as the restaurants A-Frame, Chego!, and Sunny Spot. He lives in Los Angeles, California.