Omaha Steaks launches No Bull campaign to attract Gen Z shoppers

Omaha Steaks, which has been around for 109 years, launched its No Bull campaign in September to attract Gen Z shoppers. Roughly two weeks after the launch, conversion rates climbed 46% and social media mentions surged 130%, according to company data.

The No Bull campaign runs across TV, radio, YouTube, podcasts, paid social, and influencer partnerships, building on the earlier ‘America’s Table’ effort that debuted in June with a Kevin Costner‑narrated national ad. Senior Director of Growth Marketing Angie Kubicek said the brand now ties its ‘quality’ claim to U.S. sourcing, extended aging, and hand‑cut by butchers, responding to customer concerns about meat origin. The campaign also addresses a broader industry context, noting that the Trump administration announced plans in September to import about 660 million pounds of lean beef trimmings over 90 days via reduced tariffs.

“Now we're making sure that when we say quality, it stands for something,” Angie Kubicek, Senior Director of Growth Marketing said.

“The brand learned through internal insights that a large number of its customers have expressed that where their meat comes from matters to them,” Angie Kubicek, Senior Director of Growth Marketing said.

Before the No Bull push, Omaha Steaks relied on savings‑driven promotions and vague descriptors like “gourmet” or “quality” to sell its meat. In June the brand debuted the “America’s Table” campaign, which included its first national ad narrated by Kevin Costner and highlighted the dinner table’s role in historic moments.

What we know

Omaha Steaks launched its No Bull campaign in September
Two weeks after launch, conversion rates increased 46%
Two weeks after launch, social media mentions rose 130%
The Trump administration announced plans in September to import about 660 million pounds of lean beef trimmings over 90 days via reduced tariffs
Omaha Steaks has been around for 109 years