AI Turns Vegans Into Carnivores in New Steak-umm Campaign
‘Emotional roller coaster’
Forging an initial path with its Twitter account, with profound and empathetic posts from then-agency Allebach Communications, Steak-umm gained a cult social following. Many marketing professionals hopped on the bandwagon.
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.”