The makers of Spam are turning to TV to rid the product of its
association with school dinners and Monty Python sketches.
Newforge Foods, which makes the pounds 10m canned meat product, has
ditched its agency Bates Dorland and taken on Leeds-based Advertising
Principles. The new agency has been told to ‘take Spam towards the
‘We need to educate people. We know we suffer from an image problem,’
said Rob Lucas, Newforge Foods marketing manager. ‘But Spam is upmarket.
It contains virtually no water. Just quality pork shoulder.’
Advertising Principles director Phil Hesketh says it will design a
pounds 500,000 TV and marketing campaign aiming Spam ‘at the ordinary
mass market of housewives and children’. Current press ads, which
feature a series of Spam recipes, will be ditched. The new agency will
concentrate on Spam’s use in sandwiches and salads.
‘Our research didn’t find anybody willing to make Spam casseroles or
Spam en croute. Although we do appreciate that you could do this,’ said