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.
Omaha Steaks is a 100-year-old brand whose advertising history consists of direct mail and direct response TV. The sameness of their marketing approach had led to a sameness in results. Steady, successful, but relatively flat. With 85 percent of sales occurring during the holiday season, Omaha Steaks had been pigeonholed as a seasonal brand.
To help Omaha Steaks overcome this “seasonal brand syndrome,” we needed to change the tone of the brand's direct-response advertising and create an emotional connection with consumers. While an emotional connection was needed, we also needed to 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.
For the first time in Omaha Steaks’ century-long history, we went all in on Dad. We created emotional stories featuring 12 families, helping to shift the brand’s tone and create a new, ownable occasion for Omaha Steaks. Two spots aired nationally and overall, we created more than 20 pieces of video content in addition to print, social and digital.
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 cycle.