Client: SPAM
Team: Jody Hosang, Chris Bolt, Lucas Pelle
Team: Jody Hosang, Chris Bolt, Lucas Pelle
Tension: Gen Zs are stuck in a cycle of "sad staples". They are settling for low-cost, low-effort meals like ramen or cereal when their budget and energy are exhausted.
Insight: SPAM is the plot twist your plate needed. It's the unexpected, high-flavor intervention that rescues a boring meal, turning a moment of survival into a winning experience without the extra steps.
Right from the start, a 24-hour convenience store takeover that transforms the "sad staples" of Gen Z into viral-worthy culinary plot twists.
We didn't wait for them to find us, so we ambushed them at their lowest food moment...the typical convenience store run!
Users were invited to "SPAM Your Plate". Every kit included a QR code leading to the #SpamYourPlateChallenge.
