Exactly 75 years ago, the Golden Gate Bridge opened in San Francisco, comedian Bill Cosby was born and Spam first appeared on shelves.

To celebrate 75 years of the Spam brand, Hormel Foods Corp. is launching its first campaign spokescharacter, Sir Can A-Lot, a two-and-a-half-inch tall embodiment of the brand, which Hormel officials say will “begin a crusade to rescue the world from routine meals.”

Sir Can-A-Lot will appear throughout the 75th anniversary campaign in TV and online ads, and will serve as the guide for the redesigned www.spam.com, which scrolls up instead of down to experience engaging brand content.

“The introduction of the Sir Can-A-Lot Spokescharacter provides an engaging presence that highlights the playful and down-to-earth personality that makes the Spam brand both unique and timeless,” said Nicole Behne, product manager of the Spam family of products. “The campaign features him ridding not only mealtimes of boredom, but also helping consumers ‘Break the Monotony.’”

Sir Can-A-Lot comes to life in various elements and can be viewed at here. Also look for the miniature spokesman at the following:

• Television spots: Three, 30-second, animated TV ads feature Sir Can-A-Lot introducing Spam into meals in surprising ways, such as catapulting Spam into a potato casserole or hiding in an egg carton. Each spot also condenses into a shorter, 15 second version.

• Online banner ads: Online banner advertisements depict Sir Can-A-Lot proudly showcasing his love for Spam products, using affectionate nicknames for his inspiring dishes, such as “TaTerrific” to describe potatoes and Spam Classic, “MacNificent” for Spam Mac ’n‘ Cheese, and “EggCellent” to describe Spam and eggs. Users will also be introduced to the character in a 15 second spot online.

• Redesigned Spam.com: Providing a peek into the origins of Sir Can-A-Lot, the Spam website has been redesigned.

Creation of the TV and online advertisements was managed by BBDO Minneapolis. TV ads were produced by Laika House. Website and design was created by Proximity Minneapolis, with Proof Integrated Communications managing web development.

In addition to the campaign, the month of July will contain important milestones as the brand recognizes its 75th birthday on July 5. Hormel Foods will honor the community and home of the Spam brand in Austin with a late-month festival full of entertainment and history. The brand will also bring the Sir Can-A-Lot Spokescharacter to New York to ring the closing bell at the New York Stock Exchange.

For more information, visit www.spam.com or www.facebook.com/spambrand.