CJ CheilJedang Launches 'Spam 25% Light' Campaign

[Asia Economy Reporter Seungjin Lee] CJ CheilJedang announced on the 18th that it will conduct a campaign for ‘Spam 25% Light,’ which reduces sodium and enhances flavor.

As the culture of seeking foods with reduced specific ingredients spreads, CJ CheilJedang planned this campaign to promote the unique features and cooking uses of ‘Spam 25% Light.’ ‘Spam 25% Light’ contains 510 mg of sodium per 100g, which is more than 25% lower than the average sodium content (867 mg) of the top three canned ham products in market share.

First, a TV commercial will be released. Actor Yoo Yeon-seok appears as the model, emphasizing the main slogan, “Either Spam or Spam 25% Light.” This means that consumer choice in canned ham is made between the steady seller ‘Spam Classic’ and the recently well-received ‘Spam 25% Light.’ This commercial highlights ‘Spam 25% Light’ and differentiates itself from previous ads that emphasized ‘Spam Classic.’

The adapted phrase “A slice of Spam on warm rice” is changed to “Not just a slice of Spam on warm rice, but Spam 25% Light is also good,” which draws attention. To inform that ‘Spam 25% Light’ pairs well with various dishes, a separate online advertisement video featuring recipes for salads, children’s snacks, and side dishes using it will be released.

Various consumer events are also prepared. Until the end of August, a bundled product of ‘Spam 25% Light (200g)’ without the yellow cap will be available at large supermarkets nationwide. In addition, a 2+1 giveaway event and online events using official social media accounts such as Instagram will be held.

A CJ CheilJedang official stated, “As a leading canned ham brand, we will continuously strive to diversify consumer choices so that they can make more valuable purchases.”

This content was produced with the assistance of AI translation services.