“How do you musubi?” That’s the theme of 12 television commercials featuring Spam that Hormel Foods is filming in Hawaii, in partnership with Aloha Plate food truck and Cooking Hawaiian Style.
The commercials will feature Aloha Plate food truck owners and brothers Lanai Tabura and Adam Tabura, and potentially co-owner and friend Shawn Felipe. Each commercial will feature a different recipe for Spam musubi.
Cooking Hawaiian Style owner Frank Abraham said some of the recipes that are being tossed around for consideration include char siu Spam musubi, adobo Spam fried rice musubi, teriyaki Spam katsu musubi and smoked Spam and Maui onion musubi, to name only a few.
Aloha Plate won the final challenges of the Food Network’s “The Great Food Truck Race” and also won the Spam challenge on the show.
“That would’ve been a disgrace if they didn’t,” Abraham told PBN with a laugh, adding that Hormel Foods is going to present the Aloha Plate owners with a special Spam trophy. “It’s kind of obvious Spam musubi is popular in Hawaii, but I think they [Hormel Foods] really want to roll out the idea of Spam musubi on the West Coast, so that’s what the goal is.”
The commercials will be filmed at the Ferguson Bath and Kitchen Gallery show room in Honolulu starting Jan. 19, and will begin airing April 7.
The commercials will air during breaks of Cooking Hawaiian Style, which is currently only on Oceanic Time Warner Cable’s OC16 channel in the Hawaii market, but Abraham said he is waiting for a contract to be finalized to expand the show to the California, Arizona and Nevada cable markets.
Additionally, the commercials will be used for a nationwide social media campaign that will include a contest component.
“It’s kind of exciting because you have a big company like this to actually support us in what we’re trying to do. It’s a big surprise, actually,” Abraham said.
The Aloha Plate food truck will be shipped to Oahu for the 12th annual Waikiki Spam Jam on May 3. It will also travel to the Coachella Music Festival in April and the Los Angeles Food Festival in June, both in California.
Pacific Business News written by Stephanie Silverstein
Original post : http://www.bizjournals.com/pacific/blog/2014/01/hawaii-to-host-hormel-spam-commercials.html?page=all