Souderton, PA: Allebach Communications recently launched a new ad campaign for the legendary brand, Steak-Umm. The Reading, PA based brand is the #1 frozen sandwich steak in the country.
Although the Steak-Umm brand is #1 and has a fiercely loyal consumer base, sales were still flat, primarily due to current trends toward “healthier” meal options, competition from other quick meal choices, and lack of awareness among Millennials. It was time for a brand relaunch.
“We decided to side-step ‘better for you’ discussions and proudly ‘own’ Steak-umm core strengths of Juicy, Delicious 100% BEEF! We created the Release Your Carnivore! Campaign,” says Jamie Allebach, Chief Executive & Creative Officer.
Initially launched in video form, the storyline emerges as a heated good vs. evil argument between two miniature “inner voices,” an outrageous, in-your-face meat eater vs. angelic, halo-wearing veggie-lover. The “Steak-Umm Guy,” as he was fondly named, would evolve into a memorable character, and a critical component of the campaign.
We targeted a young, edgy audience on YouTube, Twitter and Instagram. The in-your-face, pro-meat message nearly started a full-scale throwdown with Vegans, but hey!
Following the same “good vs. evil” theme as digital, we took the Steak-umm “Release Your Carnivore” message out on the road with outdoor, radio, and an experiential food truck tour.
“We’re excited and proud to be partnering with the Steak-Umm brand,” continues Allebach. Who hasn’t heard of Steak-Umm? Everyone has, and it’s now our job to build on that great legacy and help make Steak-Umm as popular with Millennials as it is with my generation.”
Allebach Communications specializes in food and beverage marketing. Allebach has been in business for nearly 30 years, serving regional, national, and global clients and brands such as Utz Quality Foods, Entenmann’s, Steak-Umm, Alouette Cheese, Red Rose and Salada Teas, Hatfield Quality Meats, Icelandic Seafood, Pretzel Crisps, and Sabra Hummus, Inc.
For more information visit www.allebach.com