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Omaha Steaks launched its “No Bull” campaign in September, aiming to explain its sourcing and meat preparation more plainly and build loyalty with younger consumers. The company said conversion rates rose 46% and social media mentions rose 130% roughly two weeks after launch; it did not provide the comparison baselines in the reported details.
Omaha Steaks launched “No Bull” in September, a campaign that replaces broad quality language with more specific claims about U.S. sourcing, aging and hand-cutting as the company tries to build loyalty with younger consumers. The company said that roughly two weeks after launch, conversion rates were up 46% and social media mentions had risen 130%; the reported figures did not include comparison baselines.
The campaign runs across television, radio, YouTube and podcasts, as well as paid social media and influencer partnerships. Its 30-second advertisement opens by acknowledging the company’s long history, then pushes back against the idea that it is only “your grandpa’s steak company.” The narration describes its beef as premium and closes on the line, “Real craft, real simple. No bull.”
Senior Director of Growth Marketing Angie Kubicek told Food Dive that the company wants consumers to understand what it means when it describes its products as quality. She said Omaha Steaks has traditionally relied on savings and promotions and on terms such as “gourmet” and “quality,” which can be interpreted in different ways. Under the new platform, the company says quality means U.S.-sourced meat, aging, and products hand-cut by butchers.
The early results are company-reported measures, not an independently verified assessment of the campaign’s effect. The report gives no details on the number of conversions, how the comparison periods were defined, or whether the increases were measured against a previous period or another benchmark. Social mentions and conversion rates are different measures, and neither figure by itself establishes a lasting change in customer loyalty.
A Clearer Pitch for Younger Buyers
The campaign reflects a marketing challenge for a legacy food brand: how to make its reputation relevant to consumers who may not already know the company, while giving them concrete reasons to trust its products. Specific sourcing and preparation claims can help shoppers judge what “quality” means rather than relying on a general label. That may matter to consumers who are paying closer attention to protein and asking where meat comes from, an interest Kubicek said the company has heard from its customers.
The approach also sits alongside Omaha Steaks’ established sales methods rather than replacing them. The campaign’s social and influencer activity is aimed at widening its audience, while the company continues to use direct mail, phone ordering and promotional offers. Its reported performance figures suggest an early response, but without baselines or longer-term results they do not show whether younger consumers will become repeat customers.
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From Dinner-Table History to Product Claims
“No Bull” follows “America’s Table,” launched in June, which marked the company’s first national advertisement. That campaign linked Omaha Steaks to moments in U.S. history, showing families sharing meals during events including the Great Depression, the world wars, the moon landing and the COVID-19 pandemic. Actor Kevin Costner narrated the advertisement. The newer effort uses a more playful tone and puts product details at the center.
The sourcing message also comes amid public attention to meat origins. Food Dive reported that U.S. beef and pork distributors are not generally required to disclose country of origin unless they use a voluntary U.S. Department of Agriculture “Product of USA” label. The report also noted a September Trump administration plan to import about 660 million pounds of lean beef trimmings over 90 days through reduced tariffs as part of an effort to lower grocery costs. That policy announcement is separate from Omaha Steaks’ campaign; the company’s stated response is to communicate its own sourcing practices more explicitly.
The company has also been working on the customer experience. Kubicek said delivery time had been cut since the start of 2025 from more than six days to about two days, with same-day delivery available in nearly 50 markets. Omaha Steaks continues to offer phone assistance for customers who prefer to place orders with a representative.
“Consumers are busy and they don’t want to have to give you guesswork to understand what we mean when we are saying quality.”
— Angie Kubicek, Omaha Steaks senior director of growth marketing, speaking to Food Dive
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What the Early Numbers Show
The reported 46% conversion increase and 130% rise in social mentions cover roughly the first two weeks after the campaign launched, according to information shared by the company. The source does not specify the relevant baseline, the number of customers or posts involved, or whether the figures refer to the same audience and time periods. They should be treated as company-reported early indicators, not proof of sustained sales growth.
It is also unclear how many younger consumers saw or responded to the campaign, how Omaha Steaks defines Gen Z engagement, and whether the company will publish longer-term results. The campaign describes the company’s sourcing and handling practices, but the reported material does not provide independent verification of those claims or product-level sourcing details.
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Whether Attention Becomes Loyalty
Omaha Steaks is continuing the campaign across broadcast, online video, podcasts, paid social and creator partnerships while maintaining direct mail and phone support for existing customers. The advertisement also ends with a promotional offer, which Kubicek said remains a sales motivator.
The next meaningful test will be whether the initial response translates into repeat purchases and sustained customer relationships, particularly among younger shoppers. The company’s reported figures provide an early snapshot, but the source material does not give a timeline for further results or say when additional performance data will be released.
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Key Questions
What is Omaha Steaks’ “No Bull” campaign?
It is a campaign launched in September that uses a direct, playful message to explain the company’s claims about sourcing and preparation. It appears across television, radio, YouTube, podcasts, paid social and influencer partnerships.
What does Omaha Steaks say “quality” means?
Senior marketing director Angie Kubicek said the company ties quality to U.S. sourcing, aging and hand-cutting by butchers. These are the company’s stated criteria in the campaign.
Did the campaign increase sales?
The company reported a 46% increase in conversion rates roughly two weeks after launch. The source did not specify the comparison baseline or provide enough detail to determine the change in total sales.
What did Omaha Steaks report about social media?
The company said social media mentions rose 130% around two weeks after the campaign began. The reported details do not identify the baseline or the number of mentions.
How does the campaign differ from “America’s Table”?
“America’s Table,” launched in June, connected the brand to family meals and U.S. history. “No Bull” takes a more playful approach and focuses on the company’s product claims and how it describes quality.
Source: rss
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