PAM Cooking Spray: Food Freedom

PAM, a cooking spray brand with a long heritage, defended its price premium over rivals with this campaign.

PAM Cooking Spray: Food Freedom

DDB, d expósito & Partners

Business situation and campaign objectives

It was back in the late 1950's when Arthur Meyerhoff transformed the way Americans cooked with the invention of PAM (Product of Arthur Meyerhoff) cooking spray. PAM was healthier and easier than using butter, margarine, or liquid oil and provided cooks with excellent results -no food stuck to or burnt on the pan, leaving little cleanup.

Being the first to market brings clear advantages, one of which is the brand being synonymous with the category ("Can you hand me the PAM?"). But it...

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