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Omaha Steaks launched its “No Bull” marketing platform in September, aiming to explain its meat sourcing and preparation more directly 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 or measurement details in the source report.
Omaha Steaks launched its “No Bull” campaign in September, shifting from broad terms such as “gourmet” and “quality” toward direct explanations of its meat sourcing and preparation as it seeks 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%, though it did not specify the comparison baselines or measurement method in the information reported by Food Dive.
The campaign runs across TV, radio, YouTube and podcasts, as well as paid social and influencer partnerships. Its 30-second advertisement opens by acknowledging the company’s 109-year history, then challenges the idea that it is only “your grandpa’s steak company.” It presents the brand’s product as premium beef and closes with the line “Real craft, real simple. No bull.”
Senior Director of Growth Marketing Angie Kubicek told Food Dive that the company wants to communicate clearly without requiring customers to infer what its quality claims mean. She said Omaha Steaks’ definition includes meat sourced in the United States, aging practices and products hand-cut by butchers. The company said internal customer insights showed that origin matters to many of its buyers.
Omaha Steaks has traditionally relied on savings and promotions, according to Kubicek. The new platform aims to make product details easier to understand, while retaining promotional offers: the “No Bull” advertisement ends with one. The company is also pursuing younger audiences through social media and influencers, while continuing channels such as direct mail and phone ordering for established customers.
Clearer Claims Meet Sourcing Questions
The campaign responds to consumer interest in protein alongside questions about meat quality and origin. Those issues have practical relevance in the United States, where beef and pork distributors are not generally required to disclose country of origin unless they use the voluntary USDA “Product of USA” label on packaging, according to the source report.
Omaha Steaks is using specific descriptions of its sourcing and preparation to distinguish its products from competitors’ broader marketing language and provide customers with information about the company’s stated practices. The reported early performance figures are company-reported and do not establish that the campaign alone caused the changes or that the results will continue.
The campaign uses digital media to reach younger consumers while the company continues direct-mail promotions and phone service for existing customers. The source report does not establish whether the campaign will affect customer loyalty over time.
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From History to Product Specifics
“No Bull” followed “America’s Table,” a campaign launched in June that included Omaha Steaks’ first national advertisement. Narrated by actor Kevin Costner, that spot connected the brand with family meals during major moments in U.S. history, including the world wars, the Great Depression, the moon landing and the COVID-19 pandemic. The September campaign adopts a more playful tone and focuses more directly on product claims.
The company is also making operational changes. Kubicek said delivery times have fallen 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 has also been working to simplify online shopping so customers can compare protein offerings and choose products that fit their needs. The company continues to offer phone ordering, including assistance from representatives for customers who prefer that option.
A separate market development formed part of the backdrop: the source report said the Trump administration announced plans in September 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. The article does not establish a direct connection between that policy and the campaign; Omaha Steaks’ stated rationale centered on making its U.S. sourcing practices clear to customers.
““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, to Food Dive
How the Early Results Were Measured
The company-reported increases—46% in conversion rates and 130% in social media mentions—were recorded roughly two weeks after launch, but the source material does not state the comparison period, baseline, sample size or whether the figures cover all campaign channels. They should be read as reported changes, not as independently verified evidence that the campaign caused the gains.
It is also unclear how the results varied by age group, which channels contributed most, or whether the campaign has improved repeat purchasing and long-term loyalty. The report does not provide sales figures or independent customer research. The company’s descriptions of sourcing, aging and hand-cutting are attributed to Kubicek; the source material does not include third-party verification of those practices.
Tracking Loyalty Beyond Launch
Omaha Steaks is continuing the campaign across its advertising and social channels while maintaining promotional offers, direct mail and phone support. The company has also been working on delivery speed and a simpler shopping experience, changes intended to support customers from product discovery through purchase.
The next meaningful test will be whether the early response holds beyond the first weeks and leads to sustained purchases, particularly among younger consumers. The source report provides no timetable for further performance updates, additional campaign phases or an independent evaluation of results.
Key Questions
What is Omaha Steaks’ “No Bull” campaign?
It is a marketing platform launched in September that presents the company’s meat sourcing and preparation more directly. The campaign includes television, radio, YouTube, podcasts, paid social and influencer partnerships.
What results did Omaha Steaks report?
The company said that roughly two weeks after launch, conversion rates increased 46% and social media mentions rose 130%. The source report does not give the comparison baselines or measurement details.
What does Omaha Steaks say it means by “quality”?
Marketing executive Angie Kubicek said the company’s definition includes U.S. sourcing, aging practices and hand-cutting by butchers. Those descriptions were reported as company statements.
How is the campaign intended to reach younger consumers?
The company is using a more playful message and placing the campaign on social media and through influencer partnerships. The report does not provide audience data showing how many younger consumers the campaign has reached.
What remains unknown about the campaign’s performance?
The reported figures lack a stated baseline, comparison period and measurement method. It is also not yet clear whether the initial response will produce lasting customer loyalty or repeat purchases.
Source: rss
