b'BEEF LOVING TEXANS ADVERTISING Partnered with Food 52 and Chef Rick Paid advertising increases Beef LovingMartinez to sponsor an episode of the Texans brand visibility, promotes high- Sweet Heat YouTube series, where Chef quality content, and inspires beef meals byMartinez showcased a grilled Ribeye reaching millions of Texans through theirempanada recipe. The episode was viewed favorite digital channels. over 7 million times. Paid advertising content reached ourCollaborated with registered dietitians Kacie audience 309 million times. Barnes and Keli Hawthorne to produce Directed over 241,000 consumers to recipea podcast episode addressing common content on BeefLovingTexans.com.misconceptions surrounding beef nutrition, Targeted grocery shoppers in-store andwhich received 1,200 downloads.online to drive beef purchases. 5-STAR RECIPES ONServed ads to Sams Club membersBEEFLOVINGTEXANS.COMthrough the stores app and website,The newly-designed BeefLovingTexans.com resulting in 15% and 20% sales liftsprovides more nutrition and beef production following holiday and summer grillingcontent, plus the ability for users to register campaigns, respectively.for an account for personalized recipes they Partnered with H-E-B for three beefcan rate and save for future meal inspiration. promotions during peak summerRecipes were viewed 1.4 million times.holidays.AMPLIFYING OUR MESSAGE WITH INFLUENCER CAMPAIGNSResearch shows time spent on social,digital, and virtual platforms is at an all-time high among consumers of all ages. Social media gives Beef Loving Texans directaccess to conversations and engagement with consumers.Promoted BBQuest: Beyond the Pit by partnering with Texas barbecue influencers, driving 9,200 clicks and 57,300 video views.Established Beef Loving Texans brand presence on TikTok by partnering with food influencers on a holiday campaign to showcase culturally diverse beef recipes, resulting in 1.45 million video views.Tune in to the BBQuest series by visiting BeefLovingTexans.com/BBQuest or scanningthe QR code with your phone camera.FY22 Annual Report | Texas Beef Council | 2'