A.1. makes break with steak
by Meat&Poultry Staff
NORTHFIELD, Ill. – A.1. is expanding its social circle, Kraft Foods Group, Inc. reported.
After 50 years, A.1. Steak Sauce is returning to its original name, A.1. Sauce. Kraft said fans of the sauce aren't limiting its use to just beef. A new campaign set to launch May 19 will show that A.1. Sauce is good "For Almost Everything. Almost."
"Eating habits have undergone a big transformation and A.1. is changing with them," said Cindy Halvorsen, Brand Manager, A.1. Sauce, Kraft Foods. "Our fans are saucing a variety of foods besides steak, so we wanted the brand name and campaign to reflect our wide-ranging appeal."
The "For Almost Everything. Almost" campaign will feature digital, social, radio and in-store platforms. Two television ads will air starting May 19. A Facebook campaign will have A.1. Sauce "friending" an array of other foods and a humorous video will show the changing relationship status of A.1. Sauce with steak.
A Pinterest campaign will feature pictures and recipes that include A.1. Sauce. Each Pinterest board will highlight a different food item.
A.1. was Invented in the 1820s by the chef of King George IV, and commercialized in 1862. The sauce was marketed as a condiment for Welsh rarebit, lobster and mutton chops. But in the 1960s, the brand shifted focus to beef and the product was renamed A.1. Steak Sauce.