Omaha Steaks Omaha-Cut Ribeye Launch Dinner
Cercone Brown Company hosted a multi-course New York City dinner for media and influencers to introduce the Omaha-Cut Ribeye, generating over 1M social impressions.
Case in 60 seconds
Omaha Steaks was introducing a new product, the Omaha-Cut Ribeye, and a cut of beef is hard to differentiate through description because the qualities that separate it register through tasting rather than through copy.
The campaign appears to turn on the observation that food editors and influencers judge a product by eating it, so putting the ribeye in front of them alongside the Executive Chef substitutes proof for claim.
Introduce the new cut through an elevated hosted dinner in New York City for top-tier media and influencers, framing the ribeye within a full Omaha Steaks menu rather than as an isolated product sample.
Cercone Brown Company hosted a multi-course dinner in New York City where guests were welcomed with passed bites and personal time with the brand's Executive Chef, then served a curated menu of Omaha Steaks products from premium cuts to globally inspired dishes such as New Zealand Chengdu Lamb, with attendees from Food Network Magazine, BuzzFeed and Men's Health.
Cercone Brown Company reports that the event generated over 1M social impressions and reinforced Omaha Steaks' reputation for exceptional quality and variety, with no other measurement given.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- Cercone Brown Company (lead_agency)
Participation mechanic
- Attendance at the hosted dinner, where guests met the Executive Chef and ate the menu, and then posted about it.
Creator role
- top-tier media and influencers
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| social impressions | the event generated over 1M social impressions | impressions |
Why Cercone Brown Company's strategy worked
- 1
A product whose merit is sensory can be introduced more efficiently through a hosted tasting than through distributed sampling, because the room converts editors and influencers into publishers in the same sitting.
- 2
Placing a launch product inside a wider menu, from premium cuts through dishes such as New Zealand Chengdu Lamb, gives coverage a second thing to say about the brand beyond the single item being launched.
- 3
Access to a named brand figure, in this case the Executive Chef, appears to function as content for attendees rather than as hospitality alone, which suggests why the personal time preceded the meal.