Omaha Steaks is focusing on building loyalty among younger consumers by shifting away from ambiguous marketing language in order to clearly convey the credibility that comes with operating its American-raised meat delivery business for over a century.
The company introduced a “No Bull” campaign and platform in September to transparently showcase the meat it offers in an engaging manner. This initiative spans across various channels such as TV, radio, YouTube, podcasts, paid social media, and influencer partnerships. It follows the launch of the “America’s Table” campaign in June, which featured the brand’s first national ad.
Angie Kubicek, Senior Director of Growth Marketing, stated, “We have embraced a clear and direct tone to ensure consumers easily understand the quality we offer without any guesswork.”
While protein consumption is on the rise, questions persist regarding the quality and sourcing of meat available to consumers. The campaign’s 30-second ad aims to address these concerns by emphasizing Omaha Steaks’ premium beef and trustworthiness.
Shortly after the campaign launch, the brand witnessed a 46% increase in conversion rates and a 130% surge in social media mentions.
An emphasis on quality
Omaha Steaks previously focused its marketing on savings, promotions, and vague terms like “gourmet” or “quality.” The new platform aims to provide clear and easily understandable information about the brand, emphasizing its commitment to quality, sourced from the U.S., aged properly, and hand-cut by skilled butchers.
Given that U.S. beef and pork distributors are not mandated to disclose the country-of-origin label unless opting for a voluntary USDA “Product of USA” label, Omaha Steaks prioritizes transparency in its sourcing practices.
“America’s Table” campaign highlighted the brand’s historical significance in key U.S. moments, narrated by Kevin Costner. The “No Bull” approach, part of efforts to engage younger consumers, includes playful elements and focuses on social media and influencer collaborations.
While modern tactics like social media are essential, the brand also values traditional methods like direct mail to connect with consumers seeking tangible experiences.
Omaha Steaks has significantly reduced delivery times and enhanced the shopping experience, offering same-day delivery in nearly 50 markets. The brand continues to uphold its customer service standards, providing legacy customers the option to call and speak with representatives for assistance.
The “No Bull” campaign integrates promotional offers to drive consumer engagement and loyalty.