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.