Live sample coverage from TikTok · US · SPAM, bacon & pantry · August 5, 2026
Hormel · SPAM. Watched in real time.
dig delivers a live read on the forces shaping brands across social — from creator sparks and product launches to cultural shifts and emerging narratives.
Trending narrative
Hormel's SPAM owns a breakfast-and-musubi feed, hashbrown sandwiches, Hawaiian musubi, fried rice and SPAM fries, alongside a Black Label Oven Ready bacon-hack wave. A SPAM breakfast sandwich from @cammakess hit 21.7M views.
Trending now · pulled from dig
Narrative intelligence
The stories driving the Hormel conversation.
Narratives, not hashtags. dig surfaces the meaning behind each clip, ranking the stories by momentum and breaking them down by generation.
Trending now · last 7 days
What people really think about Hormel right now.
Pre-crisis radar · for comms
The narratives that haven't hit yet.
Early negative signals that give comms a head start before the story spreads.
Emerging signals · last 14 days
Owned content vs. UGC
Who's actually calling the Hormel conversation.
Official and sponsored posts seed the launches; creators turn Hormel into musubi, bacon hacks and pantry taste tests.
Owned vs. UGC reach · last 30 days
~10%vs~90%
Hormel-owned share · UGC share of Hormel TikTok reach (30d)
Hormel's own channels and sponsored creators seed the launches, but home cooks, chefs and food media drive the vast majority of the reach, turning SPAM into musubi and fried rice and Black Label into oven-ready bacon hacks.
Top 6 creators · last 7 days
The house codes
SPAM breakfast & musubi mania, Black Label bacon hacks, crispy SPAM hacks, Skippy, Planters & new drops, Skippy quality doubts, the SPAM Dog runs salty. Tracked.
How the Hormel conversation moves on social, plus the signal Hormel can act on.
Portfolio signal · last 30 days
From signal to next move
The actions your team can take this week.
The creator to engage, the narrative to get ahead of, and the talking point that needs to be ready before the story moves.