21. In the late 1970s A.1. steak sauce introduced a memorable advertising campaign. In the ad an earnest dinner guest, eating a hamburger, was chided for putting A.1. on his burger. His retort —"What is a hamburger? Chopped ham? No, it's chopped steak." — was intended to educate consumers as to the variety of possible A.1. uses. However, the poorly timed ads were released just as vegetarianism and other food-related sociopolitical causes were catching on among suburban youth, diminishing the demand for meat nationwide.