Beef Loving Texans Launches New Advertising Campaign

Posted by Misty Martin on May 26, 2017

AUSTIN, TX – The Texas Beef Council (TBC) announces the launch of a new ad campaign as part of the ongoing Beef Loving Texans brand movement aimed at elevating Texans’ passion for beef. The 2017 “Only in Texas” campaign celebrates the nuances, pride and deeply-rooted values only found in this great state. Advertising for the campaign includes radio, billboards and digital television appearing in market for 16 weeks (May 15 - Labor Day).

“We’re proud and excited to launch the second year of the Beef Loving Texans advertising campaign,” said Jason Beyer, TBC board chairman and cattleman from Stephenville. “Only in Texas aims to tell Texans' stories through family, community and tradition, connecting Texan values, nostalgia, and pride to the passion Texans have for beef. I hope all beef producers in Texas will recognize the value and importance of checkoff-funded programs like this one.”

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 26 million impressions.

“We know our target audience is consuming media online and we’ve been able to expand and innovate the digital advertising space to enhance our efforts in this medium,” said Rachel Chou, TBC senior manager of consumer communications. “Because of learnings and efficiencies from last year’s campaign, we’re able to be in the market six weeks longer and add the San Antonio market to digital TV with only a six percent increase in our advertising budget. The campaign is expected to achieve about 70 percent more total impressions.”

Texans will also see Beef Loving Texans ads on 159 billboards across the state with the expected reach of more than 337 million impressions. Radio ads will be featured on Pandora radio reaching more than 25 million Texans.

Beef Loving Texans is TBC’s consumer-driven brand created to share unique recipes, stories, cooking and shopping tips and expert nutrition information. The Beef Loving Texans brand celebrates the pride and values deeply rooted in Texans through family, community and tradition. 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.