Kraft aims to change A1’s brand association

Published May 26, 2014 at 7:08 am

Associations are an important part of any strong brand. Although a strong association can be a sign of success, when a brand wants to make changes, things can sometimes be difficult.

Kraft is aiming to change things up for A.1. Steak Sauce, a product that has long been linked with steak. The brand has held this association for the last 50 years, but now wants to expand its horizons to include any food that consumers wish to use it with.

It was recently discussed in Adage that Kraft is making this change by removing “steak” from the name of the sauce and promoting it as something that can be used with a wider selection of foods ranging from fish tacos to quinoa. The goal is to present A.1. as a sauce that can be used “for almost everything.”

Part of the marketing effort includes a video for YouTube and Facebook that plays on familiar social media trends, by showing “the brand breaking up with steak while it ‘friends’ fish tacos, crab legs, green beans and more,” on Facebook, according to Adage. The ad shows the sauce changing it’s “status” from being “in a relationship” with steak and branching out to become friends with other foods, to represent how the brand is changing its association for consumers.

As consumer tastes change, brands that want to stay ahead must pay attention to interest. It is noted that the popularity of beef has been on the decline, so Kraft’s efforts to make A.1. relevant to an expanded number of food choices makes sense. Whether or not A.1. will be able to successfully change its reputation as steak sauce remains to be seen.