All photography by Angus McDonald

The facts are hard to ignore and even harder for meat producers to swallow. As millennial’s purchasing power increases, they’re simultaneously decreasing their meat consumption.

With a quarter of 25 – 34-year-old Americans identifying as vegetarian or vegan and the global plant protein market set to explode, SPAM would be silly not to want a piece of the proverbial plant-based pie. Robot Food brought to life a vegan vision of SPAM’s iconic product – “because if you can’t meat ‘em, join ‘em”.

Robot Food told Creative Boom: “We took the time to really get under the skin of the SPAM brand and felt the best way to connect with a truly digital generation of millennials was through people, but digitally. Our objectives were to inform, inspire and invite. By curating a family of vegan-SPAMbassadors we knew we could not only preach to the converted but educate carnivores, opening their eyes to a world of sustainable alternatives.”

Robot Food stripped back and stylised the design of the classic SPAM can for ultimate millennial stand out, giving it the power to pop on the gram. “We really just wanted to position it up there with the other plant-based staples like tofu, the sweet potato and, of course, mushrooms,” continued Robot Food. “The format was already there, it’s perfect for busy young urbanites with on the go lifestyles and it’s literally plastic free.”

Kimmi Chi, Brunch Enthusiast and part of the SPAMily has said: “With the ethical outrage surrounding avocados ATM we needed a credible alternative to have on our toasted sourdough. Our prayers have been answered and it comes in a can.”

Newest vegan-SPAMbassador, Russel Sprout tweeted: “Vegan SPAM is more than a delicious and nutritious meal, it’s a way of life. It speaks to our generation on so many levels. It’s nostalgic, dynamic but also like, ironic. Vegan SPAM is having its moment and we love.”

Robot Food’s vision has helped to cement SPAM’s place in an increasingly meatless future. Expect vegan SPAM across your Instagram from 1 April.

Creative Boom Go to Source

Katy Cowan

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