Makers of Spam Family of Products Launch First Spanish-Language TV Commercial in U.S.

CHICAGO (August 16, 2006) — Hormel Foods Corporation will launch its first-ever U.S. Spanish-language television commercial for SPAM, its iconic brand of canned luncheon meat. The :30 execution, developed and produced by Hormel’s Hispanic advertising agency of record, The San Jose Group (SJG), will first air on August 14, 2006.

While SJG has been working with the SPAM brand since 2004, this year marks the product’s entrance into Spanish-language television in the U.S. The brand has been in existence since 1937 and enjoys significant awareness among general market households. However, according to agency/client research, nearly 77 percent of U.S. Hispanics are non-users of the SPAM Family of Products. As such, SJG and Hormel have set out to educate the Hispanic female head-of-household on the versatility and convenience of SPAM.

“We are positioning SPAM to fit into our target demo’s busy lifestyle,” said George L. San Jose, president and COO of The San Jose Group. “As such, we leveraged a high-energy, urban approach to solicit a curiosity of SPAM as an incentive to trial.”

The spot depicts two young professional men on their way home from work in a modern, downtown setting. The hero blissfully imagines SPAM Classic being served for dinner. His antagonist literally steals the thought from above his head and runs away with it. After an engaging, gymnastic-filled chase scene, our hero reclaims his original thought. Upon his return home, his thought turns to reality, when his wife welcomes him with an enticing meal featuring SPAM Classic. The slogan “Imaginalo. Saborealo.” (Imagine it. Taste it.) solicits a call to action to viewers against appetizing shots of more meals that can be prepared with SPAM.

“The mission of this execution is one of developing not only our brand, but also our category,” remarked Chris Durren, senior product manager, Hormel Foods Corporation. “This commercial will definitely get our target’s attention and help her connect with SPAM in a culturally relevant way.”

The commercial will be piloted in Los Angeles and supported with outdoor advertising and free-standing inserts.

About Hormel Foods

Hormel Foods Corporation, based in Austin, Minn., is a multinational manufacturer and marketer of consumer-branded food and meat products, many of which are among the best known and trusted in the food industry. The company leverages its extensive expertise, innovation and high competencies in pork and turkey processing and marketing to bring quality, value-added brands to the global marketplace. For the past five years, Hormel Foods was named one of “The 400 Best Big Companies in America” by Forbes magazine. The company enjoys a strong reputation among consumers, retail grocers, foodservice and industrial customers for products that are highly regarded for quality, taste, nutrition, convenience and value. For more information, visit

About The San Jose Group

Incorporated in 1981, The San Jose Group specializes in developing innovative marketing communications solutions that connect brands and consumers to their core purpose. The agency is the anchor to The San Jose Network, Ltd., the largest group of marketing communications agencies serving U.S. Hispanic and Latin American markets. For more information, visit