As we mentioned in Stir yesterday morning, Kraft has decided to drop the “steak” from A.1.’s title, now calling it A.1. Original Sauce. Now we have an online spot from CP+B to go along with the name change, explaining the nature of A.1.’s evolving relationship with steak.
In CP+B’s “New Friend Requests,” the Boulder-based agency imagines A.1. rethinking its commitment to steak via Facebook. We see posts of the two together, one of which contains the line “It’s just you and me forever.” But then A.1. gets new friend requests, first from pork, then from myriad other foods. This leads to the sauce changing its relationship status with steak to “It’s complicated,” citing a need to “see other foods.” Initially steak doesn’t take too kindly to this, but eventually steak and A.1. reconcile, with the spot ending with the tagline, “For almost everything. Almost.” The idea is about equal parts clever and goofy, but CP+B mostly make it work, although the spot could have benefited from a shortened run time (it clocks in at 2 minutes). Both the name change and the “For almost everything. Almost.” campaign stem from insights into diehard A1 users, who use the sauce on everything from chicken, pork, and fish to vegetables.
The “For almost everything. Almost.” campaign will also include TV spots, which debut Monday, the first from the brand in five years, in addition to digital, social, radio, out of home and in-store activations. Stick around for credits after the jump.
FORMAL CLIENT NAME: A.1.
CAMPAIGN TITLE: A.1. For Almost Everything. Almost.
EXECUTION TITLE: New Friend Request Video
AGENCY: CP+B LA
VP / EXECUTIVE CREATIVE DIRECTOR: Jason Gaboriau
VP / CREATIVE DIRECTOR: Robin Fitzgerald
ASSOCIATE CREATIVE DIRECTOR: Mike Kohlbecker
ASSOCIATE CREATIVE DIRECTOR: Dafna Garber
SENIOR ART DIRECTOR: Mary Dauterman
SENIOR COPYWRITER: Chelsea O’Brien
PHOTOGRAPHER: Mike Kohlbecker + Mary Dauterman
FOOD STYLIST: Debi Halpert Storosh
VP / DIRECTOR OF VIDEO PRODUCTION: Kate Hildebrant
SENIOR INTEGRATED PRODUCER: Katie Porter
POST PRODUCTION & CITY: PLUS Productions, Los Angeles
EDITORIAL COMPANY & CITY: PLUS Productions, Los Angeles
EDITOR: Adam Nix
POST PRODUCER: Lennon Barnica
MUSIC COMPANY & CITY: PLUS Productions, Los Angeles
COMPOSER: Eddie Alonso
VP / GROUP ACCOUNT DIRECTOR: Kate Frazier
VP / ACCOUNT DIRECTOR: Leslie Repetto
CONTENT SUPERVISOR: Spencer Holmes
CONTENT MANAGER: Eric Alexander, Robert Bevilacqua
BUSINESS AFFAIRS: Lydia Tirpak
COGNITIVE ANTHROPOLOGIST: Allie Cole