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In Japan, SPAM® Musubi Takes the Spotlight in New Campaign

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Showcasing the joy of a SPAM® musubi, a new SPAM® brand campaign went live in July across Japan.

The spot opens with a disappointed young baseball player who soon perks up after being surprised with a box of SPAM® musubi to share with the team. Celebration ensues as everyone enjoys the snack. After all, if you have SPAM® brand, you have a party.

“We set out to convey that including SPAM® products makes every day happier and more special,” said Bruno Alves, brand manager for Hormel Foods International.

Aligned with the summer vacation period in Japan, the campaign, which includes a 15-second TV spot, 30-second digital spot and instore media, will run through the end of September. This is the brand’s first television campaign in Japan in 14 years.

During this campaign, FamilyMart is promoting SPAM® tuna mayo musubi, SPAM® teriyaki musubi and SPAM® burgers in more than 16,000 stores around Japan.

You can view the 30-second digital spot on the brand’s YouTube channel: youtube.com/@SPAMJPN