Campaign details
Brand: SPAMBrand owner: Hormel Foods InternationalLead agency: BBDO GuerreroContributing agencies: OMD PhilippinesCountry: PhilippinesIndustries: Meat, poultry, fishMedia channels: Online video, Social media, Sponsorship - event, property, TelevisionBudget: 500k - 1 million
Executive summary
Filipinos have a strong affinity for SPAM® but it has become vulnerable to low-cost substitutes, especially as the brand faced operational threats – the most pressing of which was a drastic price increase, as a result of changing distribution partners.
To combat this, the big goal of the campaign...