ONE CAN’S WORTH
A social campaign advertising SPAM® to fishermen
PHOTOGRAPHY ADVERTISING SOCIAL MEDIA
What is this?
This three-image social campaign aims to sell SPAM® to fishermen by using compelling imagery and clever copy to showcase the product's value and convenience. The campaign surrounds the idea that SPAM® is dually useful as food for fish and food for the fisherman.
Its strong, salty aroma and oily consistency make it appealing to many types of fish and can be an easy substitute for traditional bait. At the same time, SPAM® can also be a convenient and affordable source of protein for fishermen to eat while out on the water.
Why does it matter?
Because SPAM® is low-cost and long-lasting, it has historically seen high sales during times of economic hardship. More than two-thirds of macroeconomists surveyed by the Financial Times believe a recession will hit in the next two years.
This could be an optimal time to grow SPAM® as a brand and reach a new target audience. Many people, including fishermen, may be struggling to make ends meet and looking for affordable, high-quality food products that can stretch their budget.
Getting into the meat of it
This was probably one of the most fun projects I have worked on, but also likely one of the grossest. From cutting up countless blocks of SPAM® to posing a model with a dead fish (shoutout Maine Bay & Berry Co. for donating a fish to a broke college student in need), here’s a sneak peak of the physical process behind the campaign.
Credits
Model: Nick Fanizzi
Concept and imagery all self-produced
Model: Nick Fanizzi
Concept and imagery all self-produced
ONE CAN’S WORTH
A social media campaign advertising SPAM® to fishermen
What is this?
This three-image social campaign aims to sell SPAM® to fishermen by using compelling imagery and clever copy to showcase the product's value and convenience. The campaign surrounds the idea that SPAM® is dually useful as food for fish and food for the fisherman.
Its strong, salty aroma and oily consistency make it appealing to many types of fish and can be an easy substitute for traditional bait. At the same time, SPAM® can also be a convenient and affordable source of protein for fishermen to eat while out on the water.
Why does it matter?
Because SPAM® is low-cost and long-lasting, it has historically seen high sales during times of economic hardship. More than two-thirds of macroeconomists surveyed by the Financial Times believe a recession will hit in the next two years.
This could be an optimal time to grow SPAM® as a brand and reach a new target audience. Many people, including fishermen, may be struggling to make ends meet and looking for affordable, high-quality food products that can stretch their budget.
Getting into the meat of it
This was probably one of the most fun projects I have worked on, but also likely one of the grossest. From cutting up countless blocks of SPAM® to posing a model with a dead fish (shoutout Maine Bay & Berry Co. for donating a fish to a broke college student in need), here’s a sneak peak of the physical process behind the campaign.
Credits
Model: Nick Fanizzi
Concept and imagery all self-produced