A series of three animated TV ads feature mini blue figures from public signs springing to life -- at the sight of SPAM sizzling on a grill, a moving SPAM truck, a grocery shopper carrying SPAM -- followed by scenes in which they chase down the SPAM.

"If there's an overriding theme here," says Kroening, "it's keeping a legacy brand relevant, especially with a new generation coming into it."

Also in the works is a large ethnographic study of the brand worldwide, adds Kroening. "We're trying to ferret out some new growth opportunities and take this brand even higher and wider. We're still writing its history."