TL;DR
Get kitchen staples and gadgets delivered free with Prime
- Fast, free delivery on millions of items
- Prime Video, Amazon Music and more included
- Member-only deals all year
Omaha Steaks launched its No Bull marketing platform in September, aiming to explain its meat sourcing and production more directly and build loyalty with younger consumers. The company reported that, about two weeks after launch, conversion rates were up 46% and social media mentions were up 130%; it did not provide comparison details in the source report.
Omaha Steaks launched its No Bull campaign in September, replacing broad marketing language with more specific statements about sourcing and meat preparation as the century-old company tries to build loyalty with younger consumers. The campaign spans television, radio, YouTube, podcasts, paid social media and influencer partnerships.
The campaign’s 30-second advertisement opens by acknowledging the company’s 109-year history and challenging the idea that it is only “your grandpa’s steak company.” It then promotes beef the company describes as premium and trustworthy, closing with the line “Real craft, real simple. No bull.” Senior Director of Growth Marketing Angie Kubicek said the goal is to make the brand’s claims easier for consumers to understand.
Kubicek said Omaha Steaks historically relied on promotions and terms such as “gourmet” and “quality,” which can be interpreted in different ways. The company now says its quality claims refer to U.S. sourcing, aging and hand-cutting by butchers. Those descriptions are the company’s account of its practices; the report does not independently verify them product by product.
Omaha Steaks told Food Dive that roughly two weeks after the campaign began, conversion rates increased 46% and social media mentions rose 130%. The company shared those figures, but the source report does not specify the comparison period or baseline for either measure. The numbers should be read as company-reported early results, not as proof that the campaign alone caused the changes.
Specific Claims for Meat Shoppers
The campaign’s approach responds to consumers who want to know where their meat comes from and what a brand means when it calls a product high quality. That can matter to shoppers comparing products when packaging or advertising offers limited detail. Kubicek said the company’s internal research found that many of its customers care about meat origin.
The issue also sits within a U.S. labeling environment that can leave shoppers without a clear origin statement: Food Dive reported that beef and pork distributors are not generally required to disclose country of origin unless they use a voluntary USDA “Product of USA” label. By naming its own sourcing and processing practices, Omaha Steaks is trying to make those points part of its pitch. Whether the approach changes purchasing habits among younger consumers is not yet established.
The company is pairing that message with efforts to make ordering more convenient. It says 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. Those operational changes may support customer retention, but the company has not provided evidence in the report linking them to the campaign’s reported results.
As an affiliate, we earn on qualifying purchases.
From Heritage Ads to No Bull
No Bull follows Omaha Steaks’ America’s Table campaign, launched in June with the company’s first national advertisement. That spot, narrated by actor Kevin Costner, presented the dinner table as a fixture through events including the Great Depression, the world wars, the first moon landing and the COVID-19 pandemic. The newer platform uses a more playful tone and focuses on product claims rather than historical storytelling.
The brand is also combining newer channels with long-standing sales methods. It is using social media and influencer partnerships to reach younger audiences, while continuing direct mail and telephone ordering. Kubicek said some established customers still call company representatives to place orders, and that the No Bull advertisement retains a promotional offer because discounts remain a motivator for shoppers.
“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
As an affiliate, we earn on qualifying purchases.
Early Results Lack Benchmarks
The reported 46% rise in conversion rates and 130% increase in social mentions came from the company, and Food Dive’s account does not state the underlying baseline, exact measurement method or comparison period. It is also unclear how much of any change came from the campaign rather than other marketing or business activity.
The report does not provide demographic data showing whether No Bull has attracted more Gen Z customers, nor does it detail the share of products covered by the sourcing and preparation statements. The campaign’s claims are attributed to Omaha Steaks; no independent sourcing audit or product-level documentation is described.
As an affiliate, we earn on qualifying purchases.
Whether Younger Loyalty Grows
Omaha Steaks is continuing the campaign across advertising and social channels while maintaining direct mail, phone ordering and promotional offers. The next meaningful test will be whether the company reports sustained sales or loyalty gains among younger customers, alongside clearer information about how its early performance figures were calculated. No additional campaign milestones or reporting dates were specified in the source report.
As an affiliate, we earn on qualifying purchases.
Key Questions
What is Omaha Steaks’ No Bull campaign?
It is a marketing platform launched in September that aims to explain the company’s meat sourcing and preparation in more direct language. It includes television, radio, YouTube, podcasts, paid social and influencer partnerships.
What does Omaha Steaks say its quality claims mean?
Senior marketing director Angie Kubicek said the company means U.S. sourcing, aging and hand-cutting by butchers. Those are company statements; the report does not independently verify them for each product.
Did the campaign increase sales?
The company reported a 46% increase in conversion rates about two weeks after launch. The source report does not give the baseline or comparison period, so the figure cannot establish the campaign’s independent effect on sales.
Is Omaha Steaks targeting only younger shoppers?
No. The company is using social and influencer marketing to build loyalty with younger consumers while continuing approaches aimed at existing customers, including direct mail and phone ordering.
Source: rss
Fall Picks
fall essentials
As an affiliate, we earn on qualifying purchases.
