Case Study: A.1 Steak Sauce “Unfriend” Campaign

By: Kaitlyn Bouchillon

Purpose of the Campaign:

After 50 years of being known as the leading steak sauce, A.1 chose to rebrand themselves as the perfect sauce for several foods including fish, pork, and turkey.

A.1OriginalSauce

How They Did It:

In May 2014, A.1 Steak Sauce launched an “Unfriend” campaign to promote their label change – from A.1 Steak Sauce to A.1 Original Sauce. Because most consumers immediately think “steak sauce,” A.1 wanted to shift thinking toward the sauce being the best compliment for almost all foods. The tagline for the campaign was and still is: For almost everything. Almost.

By creating a YouTube video that featured their Facebook page, A.1 integrated multiple forms of social media. In the video, the relationship between A.1 and Steak is complicated. When A.1 begins receiving and accepting “friend requests” from other meats – such as Pork and Salmon – Steak becomes upset. However, by the end of the video viewers see all the different foods and meats getting along well with A.1 Original Sauce.

 

In the video, A.1 incorporated a Spotify playlist that was then shared on their Facebook page for fans to enjoy.

They have continued this campaign by posting images on their Facebook page. Examples include:

In addition, A.1 created a Pinterest page with boards that feature foods the Original Sauce will go well with.

Did It Work?:

Although I was not able to find concrete statistics on how this campaign turned out, we can see from several videos and posts that fans enjoyed the “Unfriend” campaign.

  • The YouTube video has been viewed over 1.3 million times.
  • One source says that the YouTube video was viewed over 100,000 times in a couple weeks.
  • A.1 posted the video to their Facebook page multiple times, the first receiving 3,161 likes and 779 shares, and the second receiving 3,834 likes and 887 shares.
  • When the video was created, it shows that the A.1 Facebook page had 154,405 likes. At this time – November 19, 2014 – the page has 165,659 likes. Although this might not be a direction result of the campaign, their Facebook presence has certainly increased in just 5 months.

Finally, the A.1 Steak Sauce “Unfriend” Campaign was named one of the top Social Media Campaigns of 2014.

“Often times, it’s difficult to rebrand a product that’s been used one way for many years. Using wit and humor on social media to reveal this new brand messaging was a great way to get customers on board. The Pinterest page, featuring easily accessible recipes, helps open customers’ minds to using A.1. with other foods.”

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