Formulaic recipe videos are extremely popular on social media, but with thousands of them online, SPAM® Brand had to put its own unique spin on it. We came up with musical recipe videos with cooking instructions that you can actually sing-along to.
The SPAM® Recipeoke campaign was Inspired by Filipinos’ karaoke super-fandom. We made 6 cooking 'videokes' involving commonly-used ingredients – potatoes, tortillas, noodles, lettuce, day-old bread, 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.
Watch the Recipeoke Videos:
“This campaign from BBDO Guerrero captures the brand’s fun and lighthearted spirit once more. A clever intersection of entertainment and recipe ideas that we hope will inspire more ways to enjoy SPAM® Products.”
- Jaynee Dykes, Senior Brand Manager for SPAM® Brand
SPAM® Recipoke Poster Designs:
SPAM® Recipeoke Requests (User Generated Content Campaign):
SPAM® Recipeoke Website Design:
SPAM® Case Board:
CREDITS
Agency: BBDO Guerrero
CCO: David Guerrero
Executive Creative Director: Federico Fanti
Creative Director: Ali Silao
Associate Creative Directors: Jameilee Que, Emman Carandang
Art Directors: Emman Carandang, Gabriel Bernal, Jax Guillen
Copywriters: Jameilee Que, Gio Gamban
Producers: Anj dela Calzada, Ino Magno
Director: Karl Graham
Producers: David Wright, Luisa Olarte
Food Stylist: Mikki Castro
Production House: Flare
AWARDS
D&AD Awards 2019: Wood Pencil / Writing For Advertising / Writing for Digital Marketing
2019 Spikes Asia: Bronzes and Shortlists / Music / Digital / Digital Craft
2019 Tangrams Effectiveness Awards: Shortlist
2019 Kidlat Awards: Bronze / Digital
2019 Adobo Design Awards: Gold and Best In Show
2019 AWARD Awards: Shortlist
