Homemakers readily embraced Spam, and it became a popular lunch and breakfast meat. But sales really took off during World War II. Over 150 million pounds were used in the war effort, making Spam a cornerstone of troops’ diets. (Soldiers also used Spam’s grease to lubricate their guns and waterproof their boots.) In each country where they were stationed, American soldiers introduced it to the locals, giving foreigners their first taste of Spam.
Since then, Spam has become a sought-after product in many countries around the world, especially those that have faced economic hardship. Because it’s cheap, filling and has a long shelf life, it addresses a real need.
But how did it become such a cultural icon?
In a 2012 paper, marketing researchers Rajeev Batra, Aaron Ahuvia and Richard P. Bagozzi developed a model of “brand love.” Based on studies on consumers’ brand attachment, they showed that in order to form meaningful attachment with brands, consumers need to experience them in ways beyond simply buying and using the product.
Hormel seemed to intuitively understand these ideas. Simply selling a cheap, useful product wouldn’t be enough. In creative and humorous ways that went beyond traditional advertising, they appealed to consumers by positioning the brand as a patriotic food that reflected American ingenuity – with a streak of eccentricity.
In the years after the war, the Hormel Girls – a musical troupe of female World War II veterans – traveled the country performing songs and promoting the product. The group even starred in a top-rated radio show on three national networks.
Since then, the Spamarama cooking festival (1976-2007), a Spam museum (1991), a Spam recipe contest (1991), a Spam-sponsored NASCAR race car (1995) and even a 2005 Broadway musical – “Spamalot” – all enhanced what’s called the brand experience, the way consumers interact and connect with a product.