Spam, one of the world’s best-known brands, has appointed Advertising Principles to handle its account, and is promising to promote its heritage.
The account was formerly with Bates Dorland, which pitched against Finch Advertising and Hacker Mernock & Hemingway.
Bates had held the business for the chopped pork and ham brand for three years and attempted to take it upmarket with a series of recipe-based advertisements.
The aim of the campaign was to stress the brand’s premium quality compared with rival products such as canned corned beef and ham.
Spam is distributed in the UK by Newforge Foods and marketing manager Rob Lucas says the appointment of Advertising Principles will see the agency draw upon Spam’s “terrific history”.
The new 500,000 campaign will involve a series of TV ads breaking in the summer.