A1 wanted to increase its product usage beyond just steak. The tagline "It's Personal" responds to the perception that consumers feel judged when asking for A1 at a restaurant; it's a rebellion against the status quo. Sarcastic bottle neck hangers poke fun at the rules that confine us. Recipes on the bottle suggest creative ways to use the product. Grocery store displays placed near the chicken and vegetable aisles encourage consumers to try the sauce in places they hadn't considered.
