A1 Sauce Breaks Up With Steak, Wants To See Other Foods

In a new campaign launched May 19, A1 Steak Sauce officially breaks up with steak after a 50 year relationship. The campaign is dismissing the idea that A1 should be monogamous with Steak, and is open to new relationships with other foods.

What better way to announce the official split than to change your relationship status on Facebook? Though some would consider the status change as public embarrassment, Steak seems to be okay and is even supportive of A1’s new couplings. The funny campaign video “New Friend Requests” accurately portrays the drama that ensues when changing a Facebook relationship status. This video is a great example of a brand engaging in social media in a totally unexpected way. It’s funny, weird and relatable to Facebook users everywhere. We all see the Facebook notifications when our friend changes their relationship status to “It’s Complicated.” It’s always entertaining for those not involved. A1 is now getting around with pork, chicken, fish and even trendy quinoa. Can you believe they moved on so fast? Let the gossip begin.

The new campaign announces that the sauce brand will be changing its label to A1 Original Sauce (dropping the steak) to reflect the changing dining habits of its consumers. The new label is a nod to the brand’s roots as a sauce “For Almost Everything. Almost.”  The campaign will feature two equally funny TV spots,  social media, digital, radio and out-of-home ads.