When I was growing up, my mom and dad would sometimes get Omaha Steaks deliveries in a big styrofoam cooler. They ordered from the latest envelope generously stuffed with all kinds of offers. Later on, I learned more about how the company was an early adopter of mail order sales and saw quite a few classic, long-lived control campaigns first-hand in the first part of my marketing career.
But that was then. I don’t eat meat anymore. And having a track record going back over a century doesn’t automatically connect with younger consumers like Gen Z.
According to Marketing Dive, Omaha Steaks launched its “No Bull” campaign to replace vague marketing language with straightforward explanations of what makes its products worth buying.
Words like “gourmet,” “premium,” and “quality” have been staples of food marketing forever. But they can mean almost anything. Omaha Steaks is now spelling out what quality means to the company: U.S. sourcing, careful aging, and hand-cutting by butchers.
Two weeks after the campaign launched, the company reported a 46% increase in conversion rates and a 130% rise in social media mentions. Those numbers don’t prove that every brand needs a “No Bull” campaign. But making your messaging more clear and credible can get attention and motivate action.
Read this full article on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
