A.1. | "A.1. For Life"

Not everyone loves A.1. But those who do, LOVE IT. They put it on everything. Cereal. Ice cream. Tacos. Everything. So for the first campaign they ran in over a decade, we celebrated those who live A.1. no matter what anyone else thinks. 

We launched with a full-page New York Times spread, then made a bunch of fun stuff like the A.1. Collection – a line of limited edition sauce carrying accessories – the A.1. Games – a series of challenges to prove your passion for A.1. – and the A.1. Black Card– a card that guaranteed the holder shipment of A.1. anytime, anywhere. 

It was fun as hell. My office did smell like A.1. for about a month. That wasn't so fun.