SPAM is facing an identity crisis. Fans of the product find it nostalgic and comforting, while skeptics call the product “mystery meat”.

Brand research and digital scanning implies that many SPAM skeptics have never actually tried the food.

Solution: Utilize a product redesign, experiential opportunities, and aligned social media accounts to reintroduce the product in a modern, culturally relevant, and appetizing way.

My roles: Strategist, Researcher