Hormel relaunches Sir-Can-A-Lot
Published 1:20 pm Friday, March 1, 2013
Hormel is launching another media campaign for its new favorite spokescharacter, Sir Can-A-Lot.
On March 1, Hormel Foods Corp. will use the character, which promotes Spam, to partner with Roy Choi of Kogi BBQ Truck fame, and use social media to connect with brand fans to “rid the world-wide-web of mealtime boredom.”
The animated Sir Can-A-Lot will take over the social media properties of the Spam brand. Throughout the month, he will seek out and respond to Internet users. The videos will be written, recorded and fully-animated in real-time. The creative execution is being managed by BBDO Proximity Minneapolis, with Laika House creating and animating the Sir Can-A-Lot spokescharacter. The action will be focused on the Spam brand’s Twitter, YouTube and Facebook pages.
“The ‘Break The Monotony’ campaign will allow Spam fans to connect with the brand on a more personal level within the social space,” said Nicole Behne, senior product manager of Spam family of products. “Participants will experience the fun-loving, down-to-earth brand personality firsthand through their dialogue with Sir Can-A-Lot and enjoy new recipes created by Chef Roy Choi.”
Hormel launched Sir Can-A-Lot in 2012 to celebrate Spam’s 75th anniversary.