SITUATION Outback had sponsored their bowl game for 30 years, but the spark had faded. Fan engagement was flat, stores weren’t seeing traffic lifts, and leadership was questioning the ROI. We had less than $20K in production budget to turn things around—and only a few weeks to do it. TASK Reignite fan excitement around Outback’s Bowl Game sponsorship with a culturally relevant campaign that could punch way above its budget. The work had to be emotionally resonant, tap into the energy of college football season, and feel uniquely Outback—fun, fearless, and food-forward. ACTION I leaned into what I knew: sports fans love authenticity, not polish. And the most authentic voices in college football? Coaches. Especially the ones with real personality. • Built the concept “Steak Is for Winners”—a bite-sized wisdom series starring coaching legends who’ve lived it all. • Recruited Spurrier, Mack Brown, and Lee Corso—not just as talent, but as tone-setters. • Wrote and directed 15 quick-hit commercials that let each coach weigh in on life, love, bad bosses, fantasy football… all roads led to one truth: steak is the ultimate reward. Shot at three different locations over two weeks, using a lean crew and smart setups to stretch every dollar. Distributed the campaign across broadcast, social, in-store, and ESPN digital, aligning with bowl season and Fantasy Football peaks. RESULTS • 99% social video completion rate — almost unheard of in QSR • Featured in SportsCenter segments and across ESPN Bowl Game coverage • Social engagement jumped, with fans calling it the “funniest Outback campaign ever” • Reinvigorated the NCAA partnership, elevating brand sentiment and making Outback culturally relevant again • All on a shoestring production budget under $20K REFLECTION Sometimes, big ideas don’t need big budgets. They just need the right voice—and a little football magic. Steak Is for Winners wasn’t about a perfect spot; it was about a perfect fit. We tapped into the humor, honesty, and heart that fans love about the game—and reminded them that when you win at life, steak’s waiting.