• by Fern Siegel , Yesterday

David “Papi” Einhorn, a co-founder/partner of Papi Steak and Papi Ranch, offers a novel cut at his Miami and Las Vegas restaurants: a $1,000, 55-ounce Australian Wagyu tomahawk that arrives tableside in a diamond-encrusted briefcase and is branded on the spot.

Now, the premium cut is a direct-to-consumer steak available via an annual membership model. Papi Ranch launches with more than 70 premium cuts, a subscription membership and VIP perks. It is centered around the Beefcase, the steak-and-champagne spectacle. The wait list opens Nov. 3.

To announce that option, creative agency and equity partner ImaginaryFriend has produced a social campaign. The agency  developed the influencer strategy, packaging, ecommerce and activations to make Papi’s over-the-top experience available beyond the restaurant.

“I’ve spent years building relationships with the best purveyors in the world to get exactly what I want on the plate at Papi Steak," said Einhorn. "Papi Ranch is me opening that up — giving members access to the same cuts, the same standards I hold myself to every night in the restaurant. It’s like having your own elite butcher.”

(The singular beefcase experience is also for purchase, including the tomahawk, carrying case, branding iron and gloves, delivered straight to your door.)

“The needs of founders and brands are changing, and we think the agency model has to change with them,” said Daniel Bonder, co-founder/CCO of ImaginaryFriend. “When we believe in an idea, we want the ability to go further than the brief, to invest our creativity, resources and sometimes our own capital behind it and build alongside the founder. Papi Ranch is exactly what that looks like.”

ImaginaryFriend’s client work includes Fontainebleau Las Vegas, Matchalita and Collins House.