May 15, 2014
/PRNewswire/ -- After almost 50 years,
A.1 Steak Sauce
is no longer in an exclusive relationship with steak. Reflecting the dining habits of
fans who enjoy saucing many different foods, the brand is returning to its original name,
Monday, May 19
to show that
Sauce is good "For Almost Everything. Almost."
Invented in the 1820s by the chef of
King George IV
, and commercialized in 1862 for the masses,
was marketed as a high-quality, do-it-all "saucy sauce different from any other, appreciated on Welsh rarebits, broiled lobster and English mutton chops." In the 1960s, the brand shifted focus to beef and the product was renamed
Steak Sauce. Now, while the original product formula remains unchanged, the brand is removing "Steak" from its name and launching a new creative campaign that shows
Sauce is great for pork, chicken, fish and vegetables. The redesigned label incorporates vintage details as a nod to the brand's roots as a sauce for almost everything.
"Eating habits have undergone a big transformation and
is changing with them," said
, Brand Manager,
Sauce, Kraft Foods. "Our fans are saucing a variety of foods besides steak, so we wanted the brand name and campaign to reflect our wide-ranging appeal."
Created by CP+B-LA, the "For Almost Everything. Almost." campaign will feature the brand's first TV work in five years, along with digital, social, radio, out-of-home and in-store activations.
Two TV spots
will begin airing
, capturing the confident, swaggering attitude of
Sauce fans who do things their own way.
As part of a humorous Facebook campaign, the brand is "friending" a vast array of other foods and sharing a
that shows the changing relationship status of
with steak and its rekindled relationships with a variety of foods
The brand will also be launching a new Pinterest page. Since
is for almost everything, Pinterest boards will be filled with almost every food. Each board will celebrate a different food item and feature delicious recipes with that particular food. For example, one week might be all about pork.
For more information, visit
ABOUT KRAFT FOODS GROUP
Kraft Foods Group, Inc. (NASDAQ: KRFT) is one of
largest consumer packaged food and beverage companies, with annual revenues of more than
. With the spirit of a startup and the soul of a powerhouse, Kraft has an unrivaled portfolio of products in the beverages, cheese, refrigerated meals and grocery categories. The company's iconic brands include
Kraft's 22,500 employees in the U.S. and
have a passion for making the foods and beverages people love. Kraft is a member of the Standard & Poor's 500 and the NASDAQ-100 indices. For more information, visit
SOURCE Kraft Foods Group, Inc.