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  • 21(ish)-OCT-2024 | Murray’s “Butter Knife Steak” Ad

21(ish)-OCT-2024 | Murray’s “Butter Knife Steak” Ad

Author

Dan Bogachek
October 22, 2024

Murray’s “Butter Knife Steak” Ad

When a restaurant offers something called a Butter Knife Steak, they must have very tender steak. Or very tough butter.

For over forty years, Murray’s has been known for all sorts of wonderful food. But it’s our steaks that have really made a name for themselves.

Our Silver Butter Knife Steak, for example, made its name with the help of the noted food authority Maurice Dreicer on a memorable evening back in 1953.

Mr. Dreicer had ordered Murray’s 28-ounce sirloin. When his waitress presented it to him, he was astonished by the steak’s tenderness. So much so that he found himself speculating, in a moment of whimsy, that it might even be possible to cut it with his butter knife.

And the moment the waitress turned her back, he picked up his butter knife and proceeded to prove it. 🏁

Never claim you’re “the best steak in town.” Because every other steakhouse makes that claim, just like how every other pizza joint in NYC claims they’re #1.

Way more memorable: create a story instead. Real characters, with the writing playing out in nearly real time.

Because Murray’s are the first ones telling this story — now they’re the only legit “butter knife steak” in town. For everyone else, it’s impossible to copy the claim without looking like a knock-off or a try-hard.

So. Create a competition no one else is aware of and demolish the playing field. 1) It creates reputation, and 2) it’s one of the few ad mechanics which come with a built-in moat.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].