• February 29, 2012

Hormel's Spam is using its first "spokesperson," an animated character dubbed "Sir Can-A-Lot," in a new campaign.

Now celebrating its 75th year, Spam will employ the character in TV ads to run in 46 markets during a six-month campaign, but also aims to leverage it to generate more social media conversation for the brand, reports Ad Age.

Spam has about 119,000 "likes" on its Facebook page, but only about 1,250 Twitter followers.

The campaign, from BBDO Minneapolis (Spam's agency since the brand launched), will use the character to "crusade to rescue the world from routine meals." Spam has been using a "Break the Monotony" campaign, encouraging use of the product as an ingredient in a variety of meals, since 2009.