May 17, 2021

Get Ready To "Taco Like A Texan"


This spring, Beef Loving Texans will be pushing beef sales through a new consumer promotion campaign – Taco Like a Texan.

Taco Like a Texan is a promotion program with the Texas Beef Council (TBC), Gallo Wine Brands, Arriba! Salsa and iHeartMedia that features in-store and online efforts. Running until mid-May, TBC and its partners strive to have Taco Like a Texan reach as many Texans as possible. When engaging with the program, consumers will find fun and exciting mealtime solutions that encourage beef purchases.

“What we want to do is deliver up an idea that gets consumers to purchase more beef for tacos,” said Russell Woodward, TBC senior manager for channel marketing. "Whether it's taco Tuesday, taco Thursday, or just Taco Like a Texan – we want consumers to think about and enjoy tacos."

The first place to reach consumers is in their local grocery store. Case displays featuring Taco Like a Texan messaging, photos and a recipe are set up by Gallo Wine's products and the meat counter. These case displays have a QR code that directs consumers to a website with additional recipes and information on sweepstakes and coupons.

Arriba! Salsa and TBC partner on a one-dollar-off coupon, so when consumers buy a jar of Arriba! Salsa, they get one dollar off a purchase of beef.

In addition to the in-store promotions, iHeartMedia supports the efforts by executing digital and media promotion efforts through their channels. Taco Like a Texan radio commercials will be aired across their stations in major markets like Austin, Houston, Dallas and San Antonio.

Also, iHeartRadio geo-fences 2,000 grocery stores across Texas and delivers Taco Like a Texan advertisements on people's phones while inside or near their local grocery store. These advertisements promote coupon offers, sweepstakes and recipe ideas.

The idea behind Taco Like a Texan stemmed from the Tailgate Like a Texan promotion, which TBC and its partners have been running for three years. Tailgate Like a Texan was such a success that TBC and its partners decided to release Taco Like a Texan as a new promotion program for springtime.

According to Woodward, Tailgate Like a Texan reached three million Texans and was seen around 10 million times. TBC has high hopes for the Taco Like a Texan promotion to perform just as successfully this spring.