The 70-year-old canned-meat brand is owned by Hormel Foods and was introduced to the UK in 1941. The new campaign will play on its heritage and intends to strengthen its fanbase via social media.
The activity, devised by digital agency I Spy, will focus on promoting the "character of the brand" through coupon distribution, competitions and special events, centred on social media sites such as Twitter and Facebook.
It will be accompanied by offline activity, including TV ads by Spam's incumbent creative agency, Underground.
Spam already enjoys a sizable following on both Facebook and Twitter, with many unofficial fan sites dedicated to it. As well as engaging younger consumers, the activity is intended to reach out to the over-55s, who are now using social networks in increasing numbers.
Marianne Pollock, the brand's international marketing manager, said: "We have long known that a significant proportion of our core market is using Facebook and other social media.
"Spam has a fiercely loyal market in the UK, as evidenced by the popularity of the Spam fan club."
Sales of canned meats have enjoyed a resurgence in the UK over the past few years, according to Mintel. Between 2007 and 2009, sales of "hot" canned meat products grew by 12%, while sales of cold canned meats increased by 4%.
In 2004, Spam advertised on television for the first time as part of a £2m push. The ads carried the strapline "Spam: up for the taste of it".
The brand's website features a potted history of spam, as well as recipes and competitions. It also has an online store, where visitors can buy Spam-branded products and the tinned meat itself.
Plans to grow the brand's popularity using social media follows a digital push for a similarly retro brand, Old Spice, last year.
The campaign featured US actor Isaiah Mustafa as "the Old Spice guy", who posted videos in response to questions posed on Twitter and YouTube. It reinvigorated the brand by attracting younger audiences.
In addition, wine brand Blue Nun relaunched in the UK this month, repositioning itself as "unpretentious and contemporary" to appeal to younger drinkers.
EXPERT COMMENT - James Murphy, editorial director at the Future Foundation
Retro brands have grown in relevance during the recession, because in times of economic pressure consumers often feel affection for things they grew up with. It is easier for companies to resuscitate an old brand rather than launch one, which takes time and is costly.
Food and drink brands can exploit their heritage, creating a sense of warmth and security with consumers in a way that, say, technology brands cannot.
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