BBDO Guerrero opened the holiday season with the launch of SPAM® Diva – a musical campaign sung by the Philippines Queen of R&B, Kyla.
Formulaic recipe videos are extremely … read morepopular on social media, but with thousands of them online, SPAM® Brand had to put its own unique spin on it. BBDO Guerrero came up with musical recipe videos with cooking instructions that you can actually sing-along to.
Inspired by popular Christmas songs, the campaign started off with “All I Need This Noche Buena”, a music video where Kyla belts out the recipe for SPAM® Paella, promoting it as the perfect dish for the holiday festivities.
The video launched both on television and social media, garnering more than a million views just few days after its release.
This is a follow-up to the successful SPAM® Recipeoke campaign. Inspired by Filipinos’ karaoke super-fandom, BBDO Guerrero made 6 cooking videokes involving commonly-used ingredients – potatoes, tortillas, noodles, lettuce, and cheese – that were made to sing when prepared with SPAM® Products. By having a full, working recipe as lyrics, the videos made it easier to remember each dish’s preparation.
A sustaining UGC campaign asked consumers to suggest their own ingredients. Chosen ingredients were then featured in an original composition and performed by singers Ashley Gosiengfiao and Markki Stroem on Facebook.
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