Anyone with a Gmail account will probably have noticed the permalink to Spam recipes in their spam folders.  On the menu today – Spam Fajitas – serves 8, add extra salsa if desired.

But, do people still eat Spam?  The answer is a resolute yes and the retro brand has just hit the social media headlines with a new campaign to build on its loyal following, who have already set up a string of unofficial fan clubs.  Spam is looking to build on its fanbase with the launch of a new social strategy to engage both younger consumers, and those over 55 who increasingly using social networks.

It is using its heritage to strengthen its consumer base.  Future Foundation editorial director James Murphy points out that this can give food and drink brands the edge over say, technology brands, in offering consumers a ‘sense of warmth and security’ in tough economic conditions.

Insight backed up by our recent analysis of consumer motivations and brand loyalty around different tea brands.  For example, Tetley created a nostalgic buzz in social with the return of the Tetley Teafolk: Gaffer, Sydney et al.  It also used the characters to engage with consumers on Twitter and Facebook: ‘@tetley_teafolk Hi Sydney, just enjoying a decaf green tea, would you like one to??’

The strategies of both brands are good examples of how to use social media to build brand awareness and a revitalised fanbase from nostalgic roots.