Agency: U.S. Marketing & Promotions, Los Angeles
Twist: To expand the fan base of canned Spam, Hormel launched its first-ever roving Spammobile this spring on an open-ended tour currently focused on the Southeast U.S. The 25-foot vehicle, resembling a Spam can, visits community events and dispenses free "Spamburgers" to consumers, offering samples of its five flavors including Oven Roasted Turkey and Smoke Flavored.
Vital statistics: The tour links to promotions with radio stations in major cities it visits, urging consumers to visit the Spammobile. The tour is helping promote the new annual Spam recipe contest, held at state and county fairs this summer, and the inauguration of the Spam Museum at Hormel's headquarters in September.