This year, A.1. Sauce decided to remove the word “steak” from its name. The idea was to reflect “the dining habits of A.1. fans who enjoy saucing many different foods.” For a product that has been around since the 19th century, that was a bold move.
The Kraft-owned company launched “For Almost Everything. Everything,” a creative re-branding campaign aimed at showing consumers that the sauce is the perfect complement for other foods.
It had several components, one being “New Friend Requests,” a witty and humorous video released on Facebook and YouTube that plays around the concept of friending and de-friending.
This video has triggered more than 1.9 million views on YouTube
Source: A1 Sauce