INTRODUCING PROPA GOOD STEAKS

THE CHALLENGE: ‍ ‍

How do we reintroduce Outback Steakhouse as steak authority?

THE SOLUTION:

By reclaiming its steakhouse roots with a partnership with the National Cattlemen Beef Association.

HOW WE GOT THERE:

My team was tasked with creating a concept for Outback Steakhouse during National Steakhouse Month. Our goal was to create a platform that was steak-forward and own-able to the Outback brand. Using the insight that real Aussies use the word '“propa” to describe something good, we introduced the term Propa Good Steaks. This activation included developing a signature logo design, a Propa Good Steaks sweepsteaks, microsite, and supporting emails.

MY ROLE:

Creative Direction + Writer