There are thousands of recipe videos online. To stand out, SPAM® created Recipeokes—sing-along recipe videos inspired by karaoke hits. Each song is a functional recipe, to help consumers remember ingredients and the step by step procedure. Consumers could request for new Recipeokes by posting what ingredient they wanted used in a SPAM® dish. And SPAM® collaborated with artists to create the new videos. SPAM® also partnered with a karaoke bar to feature Recipeokes in their database. The videos reached 10M views and the campaign helped increase SPAM® recipe searches by 14%.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.