Spam’s first ever spokescharacter, Sir Can-A-Lot, partners with chef Roy Choi for a digital effort launching this month.
With the theme “Break the monotony,” the effort uses social media to connect with brand fans “distressed by daily dullness to achieve their mission of ridding the world-wide-web of mealtime boredom,” according to the company.
Choi, of Kogi BBQ Truck fame, has created new recipes featuring Spam.
Beginning March 1, the animated Sir Can-A-Lot takes over the spam brand’s social media properties on YouTube and Facebook and Twitter, where followers will be encouraged to use the #BreaktheMonotony hashtag. Throughout the month, he will seek out and respond to Internet users suffering from routine meals and boring tweets, addressing many of them personally with a unique Web video.
The videos will be written, recorded and fully animated in real-time. The creative execution is being managed by BBDO Proximity Minneapolis, with Laika House creating and animating the Sir Can-A-Lot spokescharacter.
"The 'Break The Monotony' campaign will allow Spam fans to connect with the brand on a more personal level within the social space," says Nicole L. Behne, senior product manager of Spam’s family of products. "Participants will experience the fun-loving, down-to-earth brand personality firsthand through their dialogue with Sir Can-A-Lot and enjoy new recipes created by Chef Roy Choi."
Choi's recipes will inspire creativity among consumers and provide new ways to cook with the new spicy flavors of Spam Jalapeno and Black Pepper. Alongside Sir Can-A-Lot, Choi will be active in the digital space engaging with fans and media. Choi is often considered the godfather of the food truck movement, and is the chef and owner of four restaurants in Los Angeles, including the well-known Kogi BBQ gourmet food truck.