SPAM on the road with i2i to promote iconic brand

Legendary tinned meat brand SPAM is launching a 21-week roadshow through brand experience agency i2i Marketing to introduce consumers to its new SPAM Fritters.

The roadshow is designed to challenge consumer perceptions of SPAM "Chopped Pork and Ham" and draw new customers to the iconic brand, which has been around in the UK since 1941.

A highly branded SPAM sampling trailer will visit Tesco, Asda, Sainsbury's and Morrison's stores throughout the UK from 9 April.

Trained Brand Ambassadors will be on hand to encourage consumers to trial hot sample-sized SPAM Fritters and distribute money-off coupons.

To add to the theatre, a demonstration chef will talk through preparation of samples and offer consumers serving suggestions.

Consumers who purchase any three SPAM products on the day will receive a free SPAM mug.

In addition, the SPAM Fritter roadshow will also be visiting the Cheshire County Show (17/18 June), RAF Waddington International Air Show (5/6 July) and Northampton Balloon Festival (15/16/17August).

Bruce Burnett, Managing Director of i2i Marketing, comments: "This is the third time i2i has masterminded a roadshow promoting SPAM, and it will be the most ambitious yet.

"This is a no-nonsense campaign which allows people to discover the great taste of SPAM and its new variants.

"When people haven't consumed a brand in a long time, it's easy for their brand perceptions to become clouded by other factors.

"By using experiential marketing we can challenge outdated perceptions by delivering an immediate reality that will attract and re-engage consumers with the iconic SPAM brand".

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