Insight: Hawaiians are often appropriated by tourists and rightfully annoyed by it. SPAM is a popular food in Hawaii, known for its salty flavor.
Idea: Portray SPAM as a symbol of Hawaiian pride through an #authenticallysalty voice that celebrates the food as a regional favorite.
Can Redesign:
Salty messages will be embossed at the top of each SPAM can.
Instagram:
POS (Flights):
Posters:
Grocery Store End Cap POS:
Snapchat:
Transit:
Mailer: 
Art Direction: Me | Copy: Adia Chaney
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