Omaha Steaks saw conversion rates jump 46% in the first two weeks of its "No Bull" campaign, with social media mentions rising 130% over the same period, per figures the company shared.

The 109-year-old meat delivery company launched the platform in September to strip ambiguous language from its marketing and put U.S. sourcing, dry-aging and hand-cutting at the center of every message. The 30-second hero spot leads with the line, "Sure, Omaha Steaks has been around for 109 years, but if you think we're just your grandpa's steak company, think again," and closes on "Real craft, real simple. No bull."

What is the brand changing?

The campaign marks a clean break from the language that defined Omaha Steaks for decades. Historically, the company sold through savings and promotions, leaning on words like "gourmet" and "quality" that could mean different things to different shoppers.

"We have really kind of embraced this tonality of just being as clear and as direct as possible," Senior Director of Growth Marketing Angie Kubicek said. "Consumers are busy and they don't want to have to give you guesswork to understand what we mean when we are saying quality."

The shift carries weight because U.S. beef and pork distributors are not required to disclose country-of-origin unless they carry a voluntary USDA "Product of USA" label. Internal research, Kubicek said, showed a large share of customers care about where their protein comes from.

"Now we're making sure that when we say quality, it stands for something," Kubicek said. "For us, that means that it was sourced from the United States, and that we have really strong aging behind it, and that we have butchers who are actually hand-cutting the products."

Why does the timing matter?

The push lands as the protein conversation intensifies. A September plan from the Trump administration will import roughly 660 million pounds of lean beef trimmings over 90 days via reduced tariffs, an effort to lower grocery costs that has drawn rancher opposition.

Against that backdrop, "No Bull" runs across TV, radio, YouTube, podcasts, paid social and influencer partnerships. The campaign follows June's "America's Table" launch — Omaha Steaks' first national ad, narrated by Kevin Costner — which tied the brand to U.S. history through scenes of families eating steaks during both World Wars, the Great Depression, the moon landing and the COVID-19 pandemic.

How is the brand reaching Gen Z?

"No Bull" trades the patriotic tone of "America's Table" for a more playful voice aimed at younger shoppers. Social and influencer work do much of that lifting, but Omaha Steaks is not abandoning its older base.

Direct mail remains a strong channel, particularly with consumers wary of AI-generated messaging, Kubicek said. Legacy buyers who still want to order by phone can still reach a representative to complete the purchase. The new ad also closes on a promotional offer — a tactic that still converts.

What else is changing behind the marketing?

Operations are shifting in parallel with the messaging. Since the start of 2025, Omaha Steaks has trimmed average delivery time from more than six days to about two days, with same-day delivery now available in nearly 50 markets. The website has been reworked to help shoppers navigate the full protein range quickly, Kubicek said.

Kubicek framed the effort as the brand putting 109 years of expertise to work. "There's so much care and intentionality that goes behind how we bring our product to our customers, and so this campaign brings that forward," she said.

The early numbers — a 46% conversion lift and a 130% social-mention jump inside two weeks — give the 109-year-old brand a measurable case to make as it courts Gen Z without alienating the multigenerational base that built the company.