Project Description

A.1. Steak Sauce

A1 is one of the most famous brands in America, so it was a real thrill to run the account with my partner. The brand is so famous, in fact, that there’s a bottle of A1 in almost everyone’s fridge. However, it’s usually in the back of the fridge where it gets forgotten about for years. To get the sauce pouring again, we developed a new strategy promoting usage on foods other than steak. In advertising, we defended the unusual choice against any initial judgements people may have. Because judging someone based upon their condiment choice is called prejudice it’s not cool.

Role: Lead CD
Director: Hank Perlman

Campaign Support ~
The strategy was accompanied with an aggressive support program. The Kraft chefs (Geniuses, by the way) created A1 recipes with pork, chicken, shrimp and many other meats which were distributed to food service providers and food bloggers. We created a delicious-looking Pinterest page for the recipes accompanied by great food photography. The page gained over 200,000 followers.