RECIPEOKE

TitleRECIPEOKE
BrandHORMEL FOODS INTERNATIONAL
Product / ServiceSPAM® BRAND
CategoryG04. Sound Design
EntrantBBDO GUERRERO Makati City, THE PHILIPPINES
Idea Creation BBDO GUERRERO Makati City, THE PHILIPPINES
Media Placement OMD PHILIPPINES Makati City, THE PHILIPPINES
Media Placement 2 MEDIADONUTS Makati City, THE PHILIPPINES
Production FLARE MANILA Makati City, THE PHILIPPINES
Production 2 WYD PRODUCTIONS Makati City, THE PHILIPPINES

Credits

Name Company Position
David Guerrero BBDO Guerrero Creative Chairman
Federico Fanti BBDO Guerrero Executive Creative Director
Ali Silao BBDO Guerrero Creative Director
Jamie Que BBDO Guerrero Creative Director
Emman Carandang BBDO Guerrero Associate Creative Director
Gio Gamban BBDO Guerrero Copywriter
Jax Guillen BBDO Guerrero Art Director
Gab Bernal BBDO Guerrero Art Director
Liezl Villamor BBDO Guerrero Account Director
Angela Nuñez BBDO Guerrero Account Director
Celine Larracas BBDO Guerrero Senior Account Manager
Marrinel Poblete BBDO Guerrero Account Manager
Cristina Buenaventura BBDO Guerrero Executive Director of Planning
Roshan Nandwani BBDO Guerrero Executive Director of Transformation
Oleg de Leon BBDO Guerrero Digital Experience Manager
Ernest Pascual BBDO Guerrero Digital Trainee
Angela Sison BBDO Guerrero Digital Trainee
Angela dela Calzada Just Add Water Broadcast Producer
David Wright Flare Manila Head of Integrated Production
Luisa Olarte Flare Manila Executive Producer
Carl Graham Flare Manila Director
Ian Guevara Flare Manila Director Of Photography
Wilberto Abenido Flare Manila Editor
Denise Galoyo WYD Productions Executive Producer
Judd Figuerres WYD Productions Director
Sarah Arrogante WYD Productions Production Designer
Rutherford Celino Flare Manila Editor

Background

SPAM® is loved by Filipinos, but it’s also more expensive than competitor brands. So, SPAM® wanted to reinforce its versatility through recipe videos. The task was to make them different from the hundreds of thousands already online. This way SPAM® could strengthen brand affinity and also encourage consumers to search for and try new SPAM® recipes. The production budget for the launch of the campaign was approximately 5 million pesos. It covered online videos for FB, YT and IG as well as other digital ads.

Describe the creative idea (40% of vote)

SPAM® made recipes sing, literally, with SPAM® Recipeokes. These cheesy sing-along karaoke videos are also step-by-step recipe videos. We targeted Filipino millennials who famously love karaoke. It’s well known that Filipinos will sing karaoke at every opportunity, including funerals. So by combining recipe videos which are amongst the most watched on social media with karaoke, we knew we had a sure hit on our hands.

Describe the execution (40% of vote)

The SPAM® Recipeoke campaign launched with 6 sing-along recipe videos on Facebook and YouTube. Each pays homage to popular karaoke music genre: boyband pop, R&B, arena rock, 80s dance, power ballad, and soft rock. Each is a love song between SPAM® and another ingredient, but also has step-by-step cooking instructions. We worked with musicians to make the songs true to their inspiration in lyrics, instrumentation and composition. As a follow-up, SPAM® tapped one of the Philippines’ most popular artists, Kyla. She starred in 5 Recipeokes inspired by nostalgic, diva music videos from the likes of Mariah, Celine and Whitney. These aired on TV nationwide, and were uploaded on to Facebook, Instagram, YouTube and even LED billboards. SPAM® also partnered with Rockstar KTV Bar for a promo where guests could sing the Recipeokes to get a SPAM dish free.

List the results (20% of vote)

The videos garnered a total over 13 million views on Facebook, Instagram, and YouTube. They had a total Facebook campaign reach of over 28 million. And 83% of viewers turned sound on when watching the Recipeokes vs the industry standard of 20%. After the campaign, 30% who watched said they would buy SPAM® more often vs. 13% who are unaware of the campaign. 58% who watched also think SPAM® has good value vs. the 48% who are unaware of the campaign. There was also an 18% increase in search interest for the brand and its recipes. And a 20% increase in monthly units sold in the country’s second largest grocery retailer.

Links

Website URL