Thousands of consumer recipe submissions through a national cooking challenge
50K+ Raised for the National Firefighters Foundation through cause marketing promotions
Impressions generated through national PR
Case Study: Revitalizing a Heritage Food Brand Through a Nationwide Purpose‑Driven Campaign
Client Goals
Steak-umm needed to successfully reintroduce a heritage brand to the modern consumer market. While the brand had strong nostalgia recognition, it required a fresh campaign that could quickly reconnect with consumers, highlight the product’s 100% real beef quality, and establish a brand story centered on community impact.
The Work
EMME developed a national relaunch campaign centered on the theme of community heroes and everyday cooking inspiration. Firefighters were selected as the campaign’s central audience and storytelling vehicle, connecting the brand with trusted community figures while reinforcing Steak-umm as a hearty and versatile food solution.
Working directly with firehouses and firefighter chefs, the campaign showcased creative recipe demonstrations highlighting how Steak-umm could be used to create quick, flavorful meals. These demonstrations became the foundation for a national cooking challenge inviting consumers to submit their own recipes.
The Tactics
- National television appearances and broadcast demonstrations
- Community storytelling featuring firefighter partners
- Local activations of communities and fire stations to vote for their Steak-umm recipe submissions
- Cause marketing partnership with the National Firefighters Foundation
- Retail promotional packaging featuring charitable redemption programs
- Integrated PR campaign highlighting firefighter stories and brand relaunch
The Results
The campaign successfully reintroduced Steak-umm to a new generation of consumers while reigniting nostalgia among longtime fans. National television coverage, consumer participation and cause marketing fundraising helped reposition the brand as both a nostalgic favorite and a modern food solution.
Note: Certain campaign strategies and proprietary methodologies have been generalized to protect client confidentiality and EMME Solutions’ proprietary approach.