The elder Gagliardi was not a man given to flights of fancy in the meat business, and now was not the time to try his patience with an experiment. It was the mids and his company was floundering, having lost some valuable accounts in recent months. What the younger Gagliardi had perceived to be a possible solution was, to his father, a joke. To Gene, it seemed like nothing could be done to please his father—not even his idea to revolutionize the frozen beef business by collecting scraps of unwanted meat and pressing it into a loaf.
He was one of the few who saw the potential for thinly-sliced steaks and refused to abandon the idea, even as his ankle throbbed. When Gagliardi was 6 years old, his father seated him on a pear crate, put a knife in his hand, and told him to start cutting. Chopping beef and poultry was the family business, and the Gagliardi clan—Eugene and his three sons, with Gene the middle child—were prominent meat merchants in the West Philadelphia area of Pennsylvania.
There was no time to waste. In the s, the Gagliardis found success selling portion-controlled meat cuts long before commercial food manufacturers started peddling smaller serving sizes for dieters. They also curated premium slabs of beef and sold them to high-end clientele. Steak-umm is winning customers over by being responsible and informative, with the underlying intent of selling more slices of unpalatable meat to the public.
And Alleback, so self-aware that his metacommentary has curled itself into an infinite loop of irony, seems to be under no illusions regarding his work. Brands desperately want us to associate them with positive traits; kindness, trendiness, efficiency, a sense of social responsibility.
Twitter encourages active engagement, allowing brands to mimic the success of the extremely online, by hiring the smart and internet-savvy to make them sound interesting. Amongst the endless internet feuds, snarky exchanges, depressing headlines and blood-boiling political developments, a meat product selling social responsibility is being received with enthusiasm. To the point where some will intentionally seek out said product because of the pleasant exchange they had with the company's representative on Twitter.
In , the brand went viral in its crusade to be verified on Twitter. Though the recent campaign is more serious than their previous activity, it's in line with the social media strategy planned by a team at Allebach Communications , a food marketing company hired by Steak-umm.
Jesse Bender, an account director for Allebach, said building a community on social media and breaking away from norms has a positive result. Bender said the account's following ballooned in the month after their first thread about misinformation. Bogomoletc and Lee found many of the replies mentioned wanting to try Steak-umm or having nostalgic emotions toward the product. Steak-umm's strategy is part of a broader trend of brands attempting to ingratiate themselves with their customers through authentic or comical social media presences.
Brands have staged Twitter feuds, transformed into meme accounts and gone as far as staging the death of a mascot in bids to attract a larger audience. He wasn't the only one: Popescu said that she'd now be willing to try the frozen steaks, and Wang is "kinda tempted" to try it. Branding expert Sally Hogshead said that what Steak-umm has done "brilliantly" is galvanizing a community around a commodity — in this case, frozen steaks. She added: "If a brand isn't the most fascinating, and the most famous in the category, with the biggest budget, then the brand is never going to succeed, the product isn't going to succeed.
But when a brand is different and it has a distinct point of view and a memorable spark in the conversation, people are going to talk about it, remember it, buy it. Other brands have approached the pandemic with a variety of responses. Arby's is posting artwork created out of Arby's sauce. McDonald's has been sending out clapping emojis for healthcare workers at p. Burger King has gotten pithier, tweeting: "Not sure why we need to be the ones to tell you this, but don't drink bleach.
She said that it can be difficult to build that "bridge" of good information while in the middle of researching and learning more.
And it was that lighthearted infusion of pragmatic honesty about research, and about data, and just information in general that was so appreciated," she said.
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