Omaha Steaks is looking to build loyalty with younger consumers by moving away from vague marketing terms so it can clearly communicate the credibility that comes with running its American-raised meat delivery company for over a century.
The brand in September launched a “No Bull” campaign and platform that attempts to be transparent around the meat it serves in an engaging way. The campaign spans TV, radio, YouTube and podcasts along with paid social and influencer partnerships. It follows the brand’s “America’s Table” campaign, which launched in June and included its first national ad.
“We have really kind of embraced this tonality of just being as clear and as direct as possible,” said Senior Director of Growth Marketing Angie Kubicek. “Consumers are busy and they don't want to have to give you guesswork to understand what we mean when we are saying quality.”
While protein is a growing focus among consumers, questions remain around the quality of the meat available to them, said Kubicek. People also have questions about where exactly their meat is sourced.
The campaign’s 30-second ad seeks to address these concerns. The spot kicks off with a voice-over that says, “Sure, Omaha Steaks has been around for 109 years, but If you think we’re just your grandpa’s steak company, think again.” The narrator goes on to state that the brand delivers premium beef that consumers can trust before stating, “Real craft, real simple. No bull.”
Roughly two weeks after the campaign launched, the brand saw conversion rates increase 46% and social media mentions rise 130%, per details shared by the company.
An emphasis on quality
Omaha Steaks has historically marketed through savings and promotions, and by utilizing phrases such as “gourmet” or “quality” that are vague or could be interpreted in multiple ways, Kubicek explained. The new platform attempts to deliver those details in a different way, prioritizing easy-to-digest information meant to clearly communicate what the brand is about.
“Now we're making sure that when we say quality, it stands for something,” said Kubicek. “For us, that means that it was sourced from the United States, and that we have really strong aging behind it, and that we have butchers who are actually hand-cutting the products.”
That message is particularly important given beef and pork distributors in the U.S. are not required to disclose the country-of-origin label of their products, unless they include a voluntary U.S. Department of Agriculture “Product of USA” label on its packaging. In an effort to lower grocery costs, the Trump administration announced plans in September to import about 660 million pounds of lean beef trimmings over 90 days via reduced tariffs.
The brand learned through internal insights that a large number of its customers have expressed that where their meat comes from matters to them, said Kubicek. Accordingly, it wanted to make its U.S. sourcing practices as clear as possible.
“We now have 109 years of expertise that has helped us enhance how we're presenting our product to customers,” said Kubicek. “There's so much care and intentionality that goes behind how we bring our product to our customers, and so this campaign brings that forward.”
Connecting with the modern consumer
The “America’s Table” campaign demonstrated the important role the dinner table and Omaha Steaks have played during key moments of U.S. history. The ad spot, narrated by famed actor Kevin Costner, showed families sitting down at the dinner table eating Omaha Steaks during historical events such as both World Wars, the Great Depression, the first moon landing and the COVID-19 pandemic.
“No Bull” includes a more playful approach as part of the brand’s efforts to grow loyalty with younger consumers, an objective it is also pursuing through a focus on social media and influencer partnerships.
The brand simultaneously continues to prioritize more traditional tactics. Direct mail remains a strong selling point for consumers who are turned off by the rise of artificial intelligence and prefer real connections that they can touch and experience, Kubicek said.
Other efforts by the brand have included significantly reducing its delivery time since the start of 2025 from more than six days to about two days — with same-day delivery available in nearly 50 markets. Additionally, the brand has been working to make the shopping experience frictionless, so people can quickly discern the different protein offerings and make a purchase that fits their lifestyle, Kubicek explained.
To maintain its existing customer relationships, the brand continues to lean into the qualities it is known for. For example, legacy Omaha Steaks customers who prefer to purchase steaks through the mail can still call in and talk to the company’s representatives to help them get their orders through, said Kubicek.
Additionally, the “No Bull” ad closes with a promotional offer — a tactic that’s still a strong motivator to consumers, Kubicek said.
