Omaha Steaks: Thanks Dad

With 85% of sales occurring during the holiday season, Omaha Steaks had been diagnosed with “seasonal brand syndrome.” To overcome this, we needed to change the tenor of Omaha Steaks’ direct-response advertising and establish a new sales opportunity. 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 Mother’s Day, steaks have a shot to own Father's Day. And over time, they could become the go-to gift for Dads on any occasion.

We decided that Dad deserve more than 60 seconds, so we made a short film. 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 moment.