Hormel is coming into 2008 with a new TV and print ad campaign, tagged "Blue and Yellow World," that is keyed to the Austin, Minn.-based company's best-known brand: Spam. Next week, a series of three
30-second TV spots will roll out, featuring animated figures leaping off traffic signs to go after some of the meat-food product.
"Its 'Blue and Yellow World' theme delivers a
break-through message that entices Spam lovers to recall the unforgettable taste while demonstrating the convenience, versatility and relevance of the iconic brand," says Dan Goldman, manager for the
Spam family of products. It is the first time in five years that Hormel has returned to print and new executions show a Scrabble game with missing letters on Spam cans.
That part of
the campaign will appear in magazines including Better Homes and Gardens and Good Housekeeping, along with Nascar and hunting mags. "It is a mix of mainstream and trade-focused
magazines," says Colleen Hart, of the public relations firm Burson-Marsteller.
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