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Omaha Steaks Launches Unique Romance Novel as Marketing Strategy

Key Points

In a surprising pivot from traditional marketing, Omaha Steaks has announced the release of Certified Tender, a romance novel that began as an April Fool’s joke but has evolved into a genuine literary venture aligned with their Meat Cute Collection. This initiative not only showcases the creative abilities of the company’s team but also reflects their commitment to storytelling within the food industry. The rise of platforms like BookTok has spurred discussions on the potential of corporate-sponsored fiction as a viable marketing trend within publishing.

With over a century of history, Omaha Steaks is venturing into unexpected territory with their first novel, Certified Tender, set for release on April 1 in both hardcover and ebook formats.

Originally conceived as a humorous promotional prank, this endeavor has transformed into an intriguing narrative that intertwines romance and gourmet cuisine.

This novel promotes the company’s new Meat Cute Collection, which retails for $99 and includes a curated date night package featuring filet mignon, fries, and Cabernet Sauvignon.

What better way to inspire cravings for sumptuous steaks than with a romance narrative that’s sizzling more than the grill? While Certified Tender leans towards a family-friendly tone, it cleverly taps into the booming popularity of the romance genre, which is currently revitalizing the publishing market.

“Reading has become quite trendy these days,” said Nate Rempe, president and CEO of Omaha Steaks. “People enjoy sharing what they’re reading on social media, and there’s significant influencer engagement around books. We decided to explore the concept of a romance novel since, at the end of the day, food represents love.”

Authored by Bianca Tournedos—a pseudonym inspired by the classic French dish tournedos Rossini—the book is written by Omaha Steaks’ talented in-house creative team.

Omaha Steaks’ latest venture, Certified Tender, captures the current social media fascination with well-crafted love stories paired with culinary delights.

“I’m passionate about narrative structure,” shared Michael Williams, the book’s senior copywriter. After collaborating with the PR team on the initial prank idea, the team decided to turn the fictional project into a reality, culminating in an actual book.

The story revolves around a single woman named Kate who explores both cooking and romance online. She meets Nick, a butcher with the username OmahaSteakGuy1917, leading to a charming connection filled with culinary insights from the Omaha Steaks blog, The Block.

This winter, Williams enthusiastically penned the novel during his free time, utilizing late-night hours to fully immerse himself in the project—a creative outlet that flourished outside the corporate confines.

“This project allows us to engage with audiences in unique ways that might challenge conventional expectations,” Williams remarked. “It’s exciting to innovate while maintaining the essence of our brand and our goal of creating communal experiences linked to food.”

The narrative contains several clever allusions related to Omaha Steaks, such as the title referencing the company’s USDA Certified Tender filet mignons. Additionally, Uncle Todd—a character’s name—honors Todd Simon, the company chairman and a member of the family’s fifth generation. Plot twists also include humorous reflections of the brand’s customer service guarantee.

“The novel encapsulates the essence of how food fosters connections, aligning perfectly with Omaha Steaks’ mission,” expressed Rempe. “We’re not just a food provider; we’re in the business of creating memorable experiences around food, a tradition we’ve upheld for over a century.”

While there are no current plans for additional publications, the response from readers could influence future projects. Rempe noted that he found joy in reading the book as a delightful escape, even if romance novels are typically his wife’s preference.

As brands increasingly explore merchandise and collaborations, and as the publishing industry continues to navigate its challenges, could in-house publishing become a viable strategy for food companies to capture consumer attention? Could companies like Fishwife, Instacart, or Taco Bell be the names behind the next beloved literary work? With the threat of AI looming over writers, might corporations emerge as key sponsors of narrative-driven branding?

“Brands can cultivate deeper relationships with their audiences through rich storytelling,” commented Matt Chisling, who manages the popular Bookstagram account @MattyandtheBooks. “Linking products to themes like love and connection can significantly enhance emotional ties to the brand. Considering that millions of books are sold annually, it’s clear readers also have an appetite for culinary delights.”

Certified Tender will be available for free download on Omaha Steaks’ website starting April 1.

Source
www.foodandwine.com