TBC News

March 08, 2024


Texas, Nebraska and Oklahoma Beef Councils joined forces to develop a promotional campaign resulting in nearly 4 million views during the National Finals Rodeo (NFR). Using the theme, “The space between us brings us together,” the campaign showed appreciation for both the producers who raise beef and the consumers who choose to enjoy it.

“The NFR is a time for the rodeo community to celebrate its cowboys and cowgirls, and we’re thankful beef is at the center of many of those celebrations,” said Molly McAdams, executive vice president for Texas Beef Council (TBC). “NFR’s demographics show that many viewers are not farmers or ranchers. As a result, our campaign has been able to reach a large number of consumers who are not involved in agriculture while showcasing how much care producers put into raising their cattle.”

A television ad combined existing video assets from each state with a voiceover by Western artist and Texan, Red Steagall. The ad aired during all rodeo competitions and performances broadcast on The Cowboy Channel, while digital marketing efforts drove NFR fans to explore the heritage of beef production and rancher-inspired recipes at Beef.It’sWhat’sForDinner.com. TBC will continue promoting the video to Texas audiences to get an even greater return on its promotional investment.

“By partnering with the Nebraska and Oklahoma Beef Councils on this campaign, we were able to pool our funding and creative assets to achieve more than we could alone,” McAdams said. “It’s just another way that TBC is helping promote beef on a national stage, benefiting Texas beef producers and the entire beef industry in a way that’s efficient and effective.”