OMAHA STEAKS - THANKS DAD
With 85 percent of sales occurring during the holiday season, Omaha Steaks had been pigeonholed as a seasonal brand. To overcome this “seasonal brand syndrome”, we needed to change tenor of Omaha Steaks’ direct-response advertising and establish a new sales cycle. Research indicated nobody knows what to get Dad on Father’s Day, and that he’d prefer a steak to a tie. Like flowers for Mom, steaks have a shot to own Father's Day. And over time, they could become the go-to gift for Dads on any occasion.
According to iSpot.tv, our two national TV spots earned a 9.9/10 in terms of ad effectiveness. Out of the 25,000+ commercials iSpot has analyzed, there are under 100 commercials that have ever scored this high. Due to the success of the campaign, Omaha Steaks continues to celebrate Dads year-round and leverage Father's Day as a new sales opportunity.
I wrote the initial brief and led the internal briefing process. After the success of our Initial “Thanks Dad” campaign, I concepted a social content strategy to further extend Omaha Steaks’ commitment to celebrating Dads.