The word 'SPAM' in white capital letters on a black background.

Reinvigorating a cultural icon

SPAM is a globally recognized brand with a legacy that extends far beyond the plate, but modern pressures and shifting consumer habits called for a refreshed approach to social media. Brand Revolution partnered with the SPAM® team to reinvigorate their online presence, introducing the product to new audiences while re-engaging loyal fans. Our goal was to spotlight SPAM®’s versatility, taste, and quality through content that honored its heritage while reshaping how the brand shows up in today’s social landscape.

Two metal tins of SPAM canned meat on a black park bench, with trees and grass in the background.

We were drawn to Brand Revolution for their vast experience with social media management for many well-known food and drink brands where they excelled in using creative and fun ways to drive brand awareness and grow engaged online communities in the UK.

Frances SheehanDanish Crown - SKIPPY® & SPAM®

Strategy, community, and results

Guided by audience data, we expanded SPAM®’s content pillars to inspire, inform, engage, and educate, balancing classic recipes for loyal fans with inventive dishes, historical storytelling, and myth-busting for new audiences. A refreshed tone of voice infused with northern UK humor, paired with community-driven initiatives like giveaways, user-generated content, and interactive competitions, fueled strong engagement. The strategy delivered standout performance, with a 4.9% engagement rate on Facebook, 9.33% on Instagram, and more than 30 million Facebook impressions alongside nearly 3 million on Instagram over a 12-month period.

Hand coming through a hole in a blue background, holding a can of Spam with the label showing sliced pork and ham.
A hand placing a can of SPAM into a zippered bag with a large SPAM wrapper on it, outdoors on grass.
A humorous advertisement with a can of SPAM, a plate of cooked SPAM, and text that says "Forget the LAMB and just have SPAM."
Cover of a guide titled "SPAM's guide to surviving Easter" with a dark blue background and yellow text.
A vintage advertisement featuring a can of SPAM meat with a yellow background and the text 'The SPAM brand is born!' above. The year 1937 is shown above the can.
A humorous quote about losing shed keys so you don't have to mow the lawn, with a yellow and dark blue background and silhouette of grass at the top.
Poem about SPAM on a blue background with a white paper in the center containing the text, and the word SPAM in bold yellow at the top.
Graphic design promoting inventing a new Easter tradition, featuring socks with patterns at the top of the image and the text 'Invent a new Easter tradition: The Great Easter Sock Hunt, because who doesn't have unmatched socks?'
A yellow and navy door with a note inside that says, 'Hide a cheeky time to go home now!'
Text graphic reading 'Join the Revolution' in white and brown letters on a black background.

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