Advertising Principles has been handed the pounds 500,000 task of
transforming Spam, synonymous with wartime austerity, school dinners and
Monty Python, into a premium product.
The Leeds agency won the business after a pitch against another of the
city’s shops, Hacker Mernock Hemingway, as well as Finch Advertising in
Liverpool and Bates Dorland, which had handled the task for three years.
Newforge Foods, the Merseyside company that manufactures Spam under
licence from the Hormel Food corporation in the US, has briefed the new
agency on a TV branding campaign that will break next summer.
The agency review was called in October, six months after Newforge was
sold to its management.
Rob Lucas, Newforge’s marketing director, said Advertising Principles
had been chosen because it ‘offered a strategy which made excellent use
of our budget’.