Project Description


A.1. is one of the most famous brands in America. So famous, in fact, that there’s a bottle in almost every fridge – but it’s usually in the back where it gets forgotten about for years. To get A.1. pouring again, we developed a new strategy promoting usage on foods other than steak. Our campaign defended the unusual choice against any initial judgments people may have. Because judging someone based on their condiment choice is called prejudice and it’s so not cool.

Director: Hank Perlman

Campaign Support ~
The strategy was accompanied by an aggressive support program. The Kraft chefs (Geniuses, by the way) created A.1. recipes with pork, chicken, shrimp and many other types of meat which were distributed to food service providers and food bloggers. We created a delicious-looking Pinterest page for the recipes featuring great food photography. The page gained over 200,000 followers.

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