Spam, the chopped pork and ham brand, is to be the focus of a 30-second advertisement launched this month.

Part of a £2m media spend the ad is set to a rousing ‘Spam up’ soundtrack, and celebrates all things British. The ad features a team of builders enjoying Spam sandwiches for lunch on a building site, as research has shown that this is a significant usage occasion for the brand. The brand is currently worth £13.3m and growing by 9.7% year on year, ahead of the total canned meat market which is currently in decline, according to Marianne Pollock, Spam senior manager. “With the new ad we will remind lapsed users about the delicious taste of Spam while raising awareness among new users.”

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