For 30 years, Outback Steakhouse held the naming rights for a prominent NCAA Bowl Game but began to question its effectiveness. Research indicated that past efforts failed to resonate with fans or drive store visits.

In a bold shift in strategy, we enlisted three of ESPN's most influential figures—Coaches Lee Corso, Mack Brown, and Steve Spurrier—to harness their motivational abilities and share life advice with fans everywhere. Energized, the coaches offered entertaining insights on topics like marriage, office parties, Christmas gifts, fandom, online dating, and more, reinforcing the message that Steak is for Winners.

This beloved campaign, which included TV, digital, POS, and Fantasy Sports integration, achieved remarkable results, boasting a 99% completion rate for all :60 commercials. As its popularity soared, it was featured in ESPN SportsCenter segments, proving that "Steak is for Winners."