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.