Beef Loving Texans Launch Summer Advertising Campaign

Posted by Misty Martin on June 5, 2018

AUSTIN, TX – The Texas Beef Council (TBC) announces the launch of its third summer advertising campaign as part of the ongoing Beef Loving Texans movement aimed at connecting the brand with Texans and elevating their passion for beef. Advertising for the campaign includes radio, billboards and digital television appearing in market for 19 weeks (May 1 - Labor Day).

Beef Loving Texans is a consumer-driven brand created to share unique recipes, stories, cooking and shopping tips, and expert nutrition information. The ‘Only in Texas’ campaign, in its second year, celebrates the nuances, pride and deeply-rooted values only found in this great state. The campaign connects to consumers through the special moments that foster a sense of family, community and pride that aligns Texan values, nostalgia, and tradition to the passion Texans have for beef.

“We’re excited for Texans to see our summer advertising campaign,” said Ryan Moorhouse, TBC board chairman and cattleman from Hartley. “I hope all cattlemen and women in Texas, no matter the size or type of their operation, will recognize the value and importance of checkoff-funded programs like this one. As a feedyard operator, I’m hopeful all beef producers feel the same sense of pride and ownership of the Beef Loving Texans brand as I do.”

The Beef Loving Texans digital television ad is airing in Dallas/Fort Worth, Houston, San Antonio and Austin. Some of the streaming outlets include Hulu, Roku and Chromecast. The 30 second digital ad is expected to garner more than 25 million impressions.

“We know our target audience is consuming media online,” said Rachel Chou, TBC senior manager of consumer communications. “The media mix we’ve chosen has allowed us to expand and innovate in the digital advertising space enhancing our efforts in this medium. We’re getting more bang for our checkoff buck.”

Texans will also see Beef Loving Texans ads on 136 billboards across the state with the expected reach of more than 315 million impressions. Radio ads will be featured on Pandora radio reaching more than 25 million impressions statewide. Listen here.

To learn more about Beef Loving Texans and other checkoff-funded programs, please visit


The Texas Beef Council (TBC) conducts the $1 per head national checkoff program for Texas beef producers and is also the contractor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1 per head Texas state checkoff program. TBC’s mission is to increase beef demand in the state through programs of beef promotion, research and education. TBC also helps fund national and international beef checkoff programs to increase marketing opportunities around the globe. The BPRCT’s mission is to improve Texas producer profitability by strengthening and expanding beef demand. The TBC and the BPRCT are directed by a 20-member board of cattlemen and women representing the state’s beef producers. For more information on this and other checkoff-funded programs, please visit or call (800) 846.4113.