Taste. It matters.
The Kansas City Steak Company excels at the presentation of high quality steaks from the heart of the Midwest. Here, taste is not merely one of the five senses. It is a philosophy that imbues everything they do, from flavor to presentation to experience. Appetite appeal and a commitment to taste at all touchpoints sells a lot of steak, but is that all it can do? Can The Kansas City Steak Company be a brand that’s about more than meat on a plate?
BrandQuest Deliverables
The answer: a resounding yes. In a challenge to push the brand to stand for something more than mouthwatering steak, we introduced the “Thanks Dad” campaign for Father’s Day 2017. The campaign, a major departure from the brand’s previous efforts, used the crux of the emotional bond between fathers and their children as a messaging vehicle to reward dads of all kinds for everything they do, including (but not limited to) their grilling prowess. A brand focused on selling steaks transformed into a celebration of dads through the powerful lens of nostalgia. Great steaks and great emotion. A powerful combination. A resonant story.
The answer: a resounding yes. In a challenge to push the brand to stand for something more than mouthwatering steak, we introduced the “Thanks Dad” campaign for Father’s Day 2017. The campaign, a major departure from the brand’s previous efforts, used the crux of the emotional bond between fathers and their children as a messaging vehicle to reward dads of all kinds for everything they do, including (but not limited to) their grilling prowess. A brand focused on selling steaks transformed into a celebration of dads through the powerful lens of nostalgia. Great steaks and great emotion. A powerful combination. A resonant story.
The bite-off-the-page appetite appeal of steak and other delicious fare counterbalanced with the emotional impact of black and white photos that embrace the bond between fathers and their children.
The catalog took a dramatic creative departure, shifting from a purely transaction piece to sell steak and other food gifts into an inspiring emotional statement of paternal admiration and nostalgia.
Every story in the catalog centered on a father’s relationship with his sons and daughters. Tales of memories in the backyard, around the grill, of what their dads meant to them, formed the emotional foundation at the heart of the “Thanks Dad” campaign.
