Spam's new spokescharacter looks to rescue consumers from routine meals

AUSTIN, Minn. — Hormel Foods has introduced a spokescharacter for its Spam brand.

Sir Can-A-Lot, a 2.5-in. tall knight "provides an engaging presence that highlights the playful and down-to-earth personality that makes the Spam brand both unique and timeless," Spam product manager Nicole Behne said. "The campaign features him ridding not only mealtimes of boredom, but also helping consumers 'break the monotony.'"

Sir Can-A-Lot will be featured in three, 30-second television spots, online banner ads, as well as on Spam.com's redesigned website and through social media engagements on Facebook and Twitter, where consumers can uncover new product varieties, read news and interact with the brand through games, including the Glorious Spam Tower, and more.

In line with the campaign, the brand also will celebrate its 75th birthday on July 5 with a festival in Austin, Minn., and also will bring Sir Can-A-Lot to participate in the honor of ringing the closing bell at the New York Stock Exchange.

For more information, visit Spam.com.

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