Dive Brief:
- A.1. Steak Sauce wants to branch out. The brand, owned by Kraft Foods, has changed its name and label to reduce its association with steak.
- The new label reads simply "A.1. Original Sauce." No other change to the bottle's distinctive shape, lettering or color is apparent.
- The change comes as sales of beef and A.1. have declined in recent years as Americans' eating habits have changed.
Dive Insight:
There seemed to be little chance that consumers would rediscover a taste for beef or A.1. anytime soon. Now Kraft has decided that growth may come from selling A.1. as a more versatile condiment.
The challenge, of course, is in selling a old brand -- even one that is newly versatile -- to a new generation of consumers. But it seems that Kraft and the Crispin Porter & Bogusky ad agency, as evidenced by the Facebook-themed ad below, is having no trouble with this task.