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Does dad want a tie for Father’s Day, or a T-bone?

Omaha Steaks says most fathers want to bring on the beef but find themselves stuck with clothes instead. So the marketer is hoping to spur a Father’s Day-driven steak-buying spree with a new campaign that makes an unusually emotional appeal for a company that usually uses a basic direct response approach.

The campaign, which breaks on TV Monday, will be backed with the largest dollar investment for a single campaign in the company’s nearly 100-year history. It’s three times larger than anything Omaha Steaks had previously done, according to Omaha Steaks senior VP Todd Simon. In 2014, the company spent $19.8 million on measured media, according to Kantar Media.

Continue reading at AdAge.com