Beef Wins Again With Tailgate Like a Texan

Texas Beef Council Retail Program Makes a Big Impression for the Fourth Year in a Row

 Like everyone else in the great state of Texas, the staff at TBC have the tailgating tradition running through their veins. And every Texan knows, a tailgate is no tailgate without beef. This is why TBC dedicates time at the start of football season to make sure everyone across the Lone Star state can Tailgate Like a Texan.

This is the fourth year the Tailgate Like a Texan program could be found in a substantial number of grocery stores and supermarkets across Texas. For up to five weeks, TBC partnered with E. & J. Gallo Winery and Mrs. Baird’s Texas bakery to keep your product at the top of consumers’ minds as they gather what they need for tailgating perfection.

“Tailgate Like a Texan allows us to have our Beef Loving Texans brand in stores across the state that we would not otherwise be able to have,” said Russell Woodard, senior manager of channel marketing at TBC. “Our partners go in and build displays, put up signage and are in the stores every week, so we get direct access to those in-person impressions.”

The Plan

In previous years, Tailgate Like a Texan promoted coupon discounts, but TBC and partners decided it was time to go big. “Sweepstakes” big. Consumers were encouraged to enter daily for the chance to win one of four ultimate grilling packages including a Big Green Egg® grill, YETI® cooler, “Beef Loving Texans” branded grilling supplies, folding camping chairs and a virtual grilling consultation with Robert Hale, TBC Manager, Culinary and Foodservice.

Making The Play

While the physical tactics are handled by TBC’s partners, TBC has enlisted the help of iHeart media for broadcast and advanced digital components all four years of the program. Leveraging iHeart media’s vast network, Tailgate Like a Texan’s broadcast elements spanned Texas, far and wide. On top of that, iHeart media’s digital capabilities elevate the program’s success by geofencing promotions around 1,200 Texas grocery stores and supermarkets. This means when consumers entered Walmart, Albertsons, Target, Randalls and more, the Tailgate Like a Texan promotion automatically appeared on their mobile device, further encouraging consumers to purchase beef.

Winning Big

And the results were nothing short of a success. iHeart media radio ads delivered over 10 million impressions across Texas. Additionally, their fine-tuned digital marketing drove consumer engagement solidly above the industry average – producing 4.1 million impressions and collecting 10,821 sweepstakes entries. All that in just five weeks.

The Tailgate Like a Texan program’s annual success is in no small part to each partner contributing their fair share. TBC is dedicated to making sure every checkoff dollar goes as far as it can among all the various programs throughout the year, which is why these strategic promotional partnerships are essential. The funding assistance from each partner helps to elevate the promotion to work stronger and go further than the year before. Every year is a new chance to drive a stronger stake in the ground at keeping beef in its strongest state.