SPAM® Brand Launches "Break The Monotony®" Digital Campaign to Banish Mealtime Boredom

SPAM® Brand Launches "Break The Monotony®" Digital Campaign to Banish Mealtime

Executive Chef Roy Choi Joins Campaign to Share Creative SPAM® Recipes

PR Newswire

AUSTIN, Minn., Feb. 28, 2013

AUSTIN, Minn., Feb. 28, 2013 /PRNewswire/ -- This March, the SPAM® brand's
first-ever spokescharacter, Sir Can-A-Lot™, takes his playful personality and
popularity to the next level by helping people everywhere "Break The
Monotony®" of their everyday lives. Partnering with Roy Choi of Kogi BBQ Truck
fame, Sir Can-A-Lot™ will use social media to connect with brand fans
distressed by daily dullness to achieve their mission of ridding the
world-wide-web of mealtime boredom.


Beginning March 1, the animated Sir Can-A-Lot™ takes over the social media
properties of the SPAM® brand. Throughout the month, he will seek out and
respond to Internet users suffering from routine meals and boring tweets,
addressing many of them personally with a unique web video. The videos will be
written, recorded and fully-animated in real-time, allowing Sir Can-A-Lot's™
personality to shine. 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," says Nicole L. 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's recipes will inspire creativity among consumers and provide new ways to
cook with the new spicy flavors of SPAM® Jalapeno and Black Pepper. Alongside
Sir Can-A-Lot™, Choi will be active in the digital space engaging with fans
and media. Choi is often considered the godfather of the food truck movement
and is the chef and owner of four restaurants in Los Angeles, including the
well-known Kogi BBQ gourmet food truck.

"The SPAM® brand echoes my passion for connecting the world together in
celebrating how many families survived and prospered, seeing the can as a
sense of hope and as a delicious mainstay. This recipe creation has allowed me
to also more intimately connect with my Korean heritage, Hawaii, and with all
immigrant families that made their way to America," said Chef Roy Choi. "This
partnership reflects my missions of flavor, honesty and social creativity and
gives me the chance to work with one of my favorite ingredients and show
others its versatility."

For more information, please visit, join the conversation
at, or!/SPAMbrand, and track the #BreaktheMonotony hashtag
throughout the month of March. For more information on Roy Choi, please visit

About Hormel Foods
Hormel Foods Corporation, based in Austin, Minn., is a multinational
manufacturer and marketer of consumer-branded food and meat products, many of
which are among the best known and trusted in the food industry. The company
leverages its extensive expertise, innovation and high competencies in pork
and turkey processing and marketing to bring branded, value-added products to
the global marketplace. The company is a member of the Standard & Poor's (S&P)
500 Index, S&P Dividend Aristocrats for 2012, Maplecroft Climate Innovation
Indexes, Global 1000 Sustainable Performance Leaders and was again named one
of "The 100 Best Corporate Citizens" by Corporate Responsibility Magazine for
the fourth year in a row. Hormel Foods debuted on the G.I. Jobs magazine list
of America's Top 100 Military Friendly Employers in 2012. The company enjoys a
strong reputation among consumers, retail grocers, foodservice and industrial
customers for products highly regarded for quality, taste, nutrition,
convenience and value. For more information,

About Roy Choi
Roy Choiwas born in Seoul, Korea and raised in Los Angeles, California. He
graduated from the Culinary Institute of American in 1998 and went on to cook
at the internationally acclaimed Le Bernardin. He was named Best New Chef
byFood & Wine magazinein 2010 andhe and his Kogi BBQ team are recipients of
a 2009Bon Appetitaward for excellence in culinary innovation.Choi is the
co-owner,co-founder, and chef of KogiBBQ, as well as the restaurants
A-Frame, Chego!,and SunnySpot. He lives in Los Angeles, California.

©2013 Hormel Foods, LLC

SOURCE Hormel Foods

Contact: Sarah M. Callahan, Burson-Marsteller, +1-312-596-3430, or Julie H.
Craven, Hormel Foods Corporation, +1-507-437-5345
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