This project was set to our team of five of which included students from advertising and graphic design backgrounds. The task was to reposition the brand- SPAM into a new market which would then rejuvenate the brand from its mediocre marketing strategies, focusing on packaging and 360 campaigns. 

As a creative team we came up with the big idea of Guide to the Apocalypse, after considering the products USP of being ‘an indestructible product’ and the ‘Swiss army knife of foods’ which also referenced back to the products consumerism history of WWII.

 

Although our idea may be criticized for being unoriginal or cliché we chose to take this risk as the release of the campaign was relevant to the societal panic of the end of the world as predicted by Nostradarmus. This also played on the comedic values of the brand as our execution will show. 

For the campaign we produced a Public Announcement styled commercial, free spam coupons in the form of ration vouchers, a separate web page dedicated to the Ministry of SPAM campaign with tips and advice, special edition designed cans and a tangible survival pack which included some of the above- easily available to our target market of Educated teenagers/students/post-graduates.