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CP+B Changes A.1.’s Relationship Status with Steak

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.

Credits:

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

 

 

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