Putting Culture at Every Table

SPAM and My Code turned food, family and identity into creator-led stories built for multicultural audiences.

Smiling woman using chopsticks to cook in a steaming pan on a portable stove at a table set with various dishes and glasses in a cozy kitchen.

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The Opportunity

SPAM wanted to deepen affinity and consideration by showing up through authentic stories about the product’s role in food, family and cultural identity.

Smiling woman in a blue sweater stands behind a kitchen counter with two cans of SPAM, a plate of buchujeon (Korean savory pancakes), and bowls of side dishes, with a tiled wall in the background and text 'SPAM Buchu Jeon Recipe'.

Overhead view of a table with four people eating a Mexican-style meal featuring tortillas with hot dogs, bowls of salsa, guacamole, cheese cubes, and tortilla chips on colorful plates and a striped table runner.

Three people sitting around a wooden table sharing a meal featuring SPAM, with one person serving pieces onto a tortilla while others smile and engage in conversation, set in a warm indoor environment.

Our Approach

My Code partnered with Filipino and Latine creators to make SPAM’s role in food, family and identity the story—combining social video, editorial storytelling and premium media amplification.