It's hard to think of any grocery product that embraces campiness and irony-laced humor as wholeheartedly as SPAM. Nudges and winks abound on SPAM.com, which often reads like it was penned and designed by the makers of Broadway's Spamalot.

Click "What is SPAM?" and a window appears with nymphs floating beside a Biblical-style "Book of SPAM" (available for purchase) accompanied by echoing bird chirps. The FAQs include: What is sodium nitrite? ("It should really be named 'pinkification'"); How long does SPAM last? ("In a perfect situation, SPAM could last forever … It's like meat with a pause button."); Did SPAM win WWII? ("While … our soldiers ate a luncheon meat similar to SPAM, it is truly the heroism of our veterans that won the war. Hormel Foods is proud to have been able to help.")

"We've done the consumer research to really understand the users of the brand, and one of the things to come out of that is that they really appreciate a lighthearted, playful approach," says Hormel's Neufeldt. "So it's something we've really driven throughout all of our marketing communications, and I think it also really helps the brand cut through a lot of the clutter."

Revamps to the website emphasize interactive elements, including an expanded Recipe Search, contest information, SPAMMOBILE tour dates, and a refurbished SPAM Fan Club section where users are encouraged to sign-up for a free newsletter, submit SPAM photos, songs and poems, and "have a SPAMtastic good time."

Web results since the redesign "have been incredibly promising," says Neufeldt. According to Hormel, average viewing time per visitor on Spam.com is nearly nine minutes, with an average depth of more than five pages.

What kind of correspondence is typical for a SPAM fan these days?

"There's no end to the creativity of SPAM users," notes Neufeldt. I've seen some wonderfully creative videos from all over the world -- and a few haikus that really stick out."