'No-nonsense Northern Nigel' pushes 'top quality' Spam

Canned meat brand Spam is launching a new marketing blitz aimed at attracting a new generation of customers, with a tongue in cheek poke at Brits’ ongoing love affair with celebrity chefs.

Created by agency Cheeky Communications, the campaign is led by a new TV ad, featuring aspiring chef Nigel who, taking inspiration from a few TV recipes, recreates some of his favourite dishes using spam, with an aim to show both the practicality and premium quality of the product.

Nigel, a “no-nonsense northerner” takes the viewer through a “food journey”, noting that locally sourced, high-class deli ingredients are just not realistic for “everyday folk”.

Each clip features the endline “Keep it real”, designed to both sum up the character’s approach and convey Spam’s desire to be seen as a premium quality product. Contrary to popular belief, Spam only uses prime cuts and comprises 91% pork with ham.

Danish Crown UK commercial sales manager Jelsey Barnes said: “We were looking for a fresh new approach to the brand which was forward facing, while still building on the great heritage.

“We felt the charm and humour in this idea would really resonate with a new, younger audience whilst reminding our current audience of all the great reasons to buy Spam products.”

Cheeky creative director Wayne Pashley added: “Having a gentle poke at celebrity chefs gives us a great opportunity to bring a new personality and energy to this iconic brand, as well as showing how Spam chopped pork and ham can be a tasty, versatile and convenient ingredient, without any pretentiousness.”