Family fun with SpamCam

"Like all Filipinos, my mother always had Spam in the cupboard when I was growing up," says Hilda O. Tolentino, manager for international sales and marketing of Hormel Foods Corporation. She grew up in Manaoag, Pangasinan, earned a college degree at the University of the Philippines, and took post-graduate studies at the University of San Francisco. Today, this US-based Hormel executive jokes that she is a Spam diva. Hilda was in Manila recently to talk about the latest promotion of Spam.

Called SpamCam, the promotion was launched on June 20, and will run until Aug. 19. Participants are encouraged to send in a photo of their families expressing their love for Spam. The most exciting, creative and humorous photograph will win the grand prize: A lifetime supply of free Spam luncheon meat.

Fun-loving and creative Filipinos are expected to have numerous ideas for photographs to show their families having fun with Spam. The product, after all, has long been a favorite in the country. Proof of this is the loyal following that SpamJam Cafés enjoy. We also expect to have a Spam museum in the country soon.

Spam is probably the most famous canned luncheon meat in the world. One hundred million pounds or 45 million kilograms of the product are sold each year. This translates to six billion cans. If laid end-to-end, the cans would encircle the earth 15 times. The product has spawned an almost cult-like following. Consider the following trivia:

• In Okinawa, Japan, there’s a lot of talk about their elder citizens as being among the healthiest in the world. One woman in particular has been the focus of much study. Her name is Ushi Okushima and she is 103 this year. She claims to eat a can of Spam a day.

• In America, Hawaiians consume more Spam per capita. They have introduced Spam musubi that is made by placing a slice of fried Spam, which has been marinated in a special sauce, on top of formed and sticky sushi rice. A piece of seaweed is then wrapped around it to hold it all together.

• In South Korea, Spam is considered an upscale food and one of the most popular American imports. The Wall Street Journal recently spotted a Seoul executive in search of the perfect gift. The executive deliberately skipped over traditional gift items such as wine and chocolates in favor of Spam explaining, "It is an impressive gift."

• In the Asia-Pacific Region, approximately 25 million pounds of Spam were consumed in 2004. The top Asia-Pacific markets are South Korea and Japan. Third place is a toss-up between Australia and the Philippines.

Of course, Spam has also permeated pop culture. It has been featured in movies like Adam Sandler’s 50 First Dates, television shows (Friends) and Monty Python’s Flying Circus (Spamalot.) The word spam is also computer jargon. And there are actually people who write odd Spam haikus. Consider the following strange examples:

Can this be love now?

How can I know for sure?

The pink meat inside.

* * *

Consumed by sadness

Alone I fry it ‘til brown.

One minute per side.

* * *

Only Spam can be

This good and still be laughed at

The mountain is high.

In the Philippines where Spam is a favorite pasalubong, balikbayan boxes are routinely packed with cases of the luncheon meat. Relatives abroad still like to send the product even if it is available in the Philippines. No one is complaining. Spam in its many variants remains a favorite of many.

The SpamCam promotion, which gives the grand prize winner a lifetime supply of one 12-case of Spam luncheon meat runs until 5 p.m. on Aug. 19. Entries must show a family (either a couple or the parents with kids, and extended family members plus pets) expressing their love for Spam luncheon meat. At least one can of Spam should be visible in the photograph. Only one entry per family is allowed.

Entries may be sent in any one of the following formats: A 4R-sized photograph or MMS. The 4R photographs should be accompanied by a sheet containing the following information: Sender’s name (sender should be the head of the household or eldest family member); home address, home phone number, cell phone number, names and ages of everyone in the photograph, title of the photograph, and sender’s signature. Mail this with four labels of Spam to PO Box 13475, Ortigas Post Office, or drop it at drop boxes in SpamJame Cafés at Glorietta 4, Ayala Center, Makati City, and at Robinsons Galleria, at Duty Free Shop Clark and Cost-U-Less Libis.

Send your MMS photo with the following message: <SPAMCAM> space <your name>/<address>/<birthday> to 2366. An MMS entry number will be sent to you confirming receipt of your entry. This MMS entry number, together with the details of the sender, should be written down and dropped in drop boxes or mailed to the same address along with four Spam labels.

For contest details, text SPAMCAM to 2366.