Creative agency A&G has turned holiday spam emails into a force for good with the launch of Amperspam, a unique typeface crafted from actual SPAM meat.
Available for $12, proceeds from the font will support The Greater Boston Food Bank and Philabundance in their mission to fight food insecurity.
A&G’s Amperspam font isn’t just a playful holiday marketing campaign; it’s a carefully handcrafted initiative aimed at addressing a real-world problem.
The agency’s designers meticulously carved, photographed, and digitized slices of canned meat to create the typeface.
All proceeds from font sales will be donated, alongside a one-time contribution from A&G, to benefit local food pantries.
In an exclusive statement to DesignRush, the A&G team shared the process behind the campaign's development.
Jeff Marois, VP & creative director at A&G, said they wanted to have a little fun while also supporting some worthy causes, like TGBFB and Philabunance.
"The agency holiday card has long been a staple of the industry. But really, at the end of the day, we’re all just basically spamming our clients’ inboxes.
So we created a custom typeface out of spam [...] And of course, we wrote our holiday spam email in actual spam.”
Meanwhile, A&G Senior Designer Lindsay Baker expounded on the hands-on process:
“We spent all day in our Third Space Studio cutting, measuring, and photographing perfectly imperfect spam slabs to create all custom letters and characters.
We brought those photos from the studio into Photoshop and ended up exporting out 50 characters to create our beautifully salted typeface. No spam was wasted in the making of the typeface.”
Creating a unique font this holiday season highlights the vital role of brand typography in conveying identity and emotion. It also sets a foundation for future marketing initiatives that can resonate with audiences on a deeper level.
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Jessica Tran, an A&G associate studio artist, also shared the welcome challenge they faced while carving the SPAM:
“As everyone's so focused on AI, this was a really cool departure from that to actually handcraft and create a physical typeface.”
Beyond designing SPAM's new "salted, cured typography," A&G is one of many creative agencies committed to driving meaningful change through innovative campaigns.
Fighting Food Security with Creativity
Food insecurity affects millions across the U.S., particularly during the holidays. A&G’s initiative aligns with their broader commitment to charitable giving.
Since launching its employee-driven philanthropy program in 2023, the agency has donated over $33,000 to more than 60 organizations, including Black Girls Vote and Asian Americans Advancing Justice.
To spread holiday cheer and combat hunger this year, A&G invites everyone to:
- Download the Amperspam font for only $12.
- Create holiday messages using the typeface.
- Share with friends and family while encouraging them to join the effort.
Recently, brands and agencies have rolled out campaigns that champion meaningful initiatives.
This week, non-profit organization Make My Money Matter released a short film with "Dr. Strange" star Benedict Cumberbatch to expose how pension funds are being used in global deforestation.
