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Marketing and Sponsorship

Omaha! Omaha!: Steak company sees sizzle in reality show based on tailgating at NFL parking lots

Omaha Steaks is normally a heavy buyer of direct mail and digital media, but the purveyor of what’s good on the grill has found a new marketing niche within sports as presenting sponsor of “Tailgate Turnover,” a reality show based in NFL stadium parking lots that rewards parking-lot chefs with BBQ makeovers.

Prizes include new grills from Weber

Host Niki Noto and Weber’s Kevin Kolman fire up fans.
Photo by: THE STRATEGIC AGENCY
and high-end meats from Omaha Steaks, along with some professional instruction from Weber Grill Master Kevin Kolman.

The pilot episode, produced by Peter Stern’s The Strategic Agency and Cary Glotzer of Tupelo-Honey Raycom, was filmed Nov. 9 outside the New York Jets game at MetLife Stadium.

That half-hour pilot is airing this month on CBS Sports Network and features Niki Noto as the host.

Omaha Steaks and Weber have ads in the show and product placement.

Stern said his original inspiration was to pair Omaha Steaks with Denver quarterback Peyton Manning, known for his calls of “Omaha” at the line of scrimmage, but the concept evolved into a content play.

“The idea is to elevate the Omaha brand into something highly aspirational by swapping out burgers and brats for steaks,” Stern said. “That intersection of the foodie culture, sports and tailgating consumption is just a great and natural place for these two brands.”

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