A.1. Steak Sauce had a problem– it was the category leader in a dying category. People were eating a lot less steak. In light of this, A.1. decided to remove "steak" from its label, and rebrand itself as A.1. Original Sauce. We launched an integrated campaign encouraging people to live life however they liked and put A.1. on whatever they liked. Simply put, everyone likes different things, and that’s OK. Radio spots complemented television, introducing quirky characters who each had their own unique behavior, like Ted, an experimental jazz saxophonist.