With the latest effort, Steak-umm is leaning into the “down-to-earth voice” it honed during the pandemic, striking a “thoughtful balance between absurdity, observational humor and what we’ve come to, unfortunately, recognize as the current state of the internet,” according to Deb Gabor, founder and CEO of Sol Marketing.
There’s a risk “any time a brand makes a bold statement,” Gabor said, noting that the concept is “100% on-brand.”
“I was entertained by the video, and it took me on an emotional roller coaster ride,” Gabor said. “Kudos, Steak-umm—you’re a frozen flat meat, but you gave me the feels. The feels we’re talking about here is sheer terror.”
Steak-umm takes its self-appointed role as a disinformation watchdog seriously, though still injecting its ads and social presence with a light-hearted tone. Tombras, which won the account in early 2022, intends to broaden the brand’s demo beyond the loyalist group of largely 25- to 45-year-old men.
“We’re trying to communicate with future generations, outside our core,” Scannapieco said.
Steam-umm will continue to carefully “pick our moments to enter the discussion” while “taking the message more upper funnel and omnichannel,” per Tombras.
“DeepSteaks” will be distributed in its full length on Twitter, now known as X, TikTok, Instagram and other social channels.
