Campaign celebrating ranching communities reaches nearly 4 million views

Texas Beef Council.

A trio of state beef councils teamed up during a promotional campaign which aired during the National Finals Rodeo in December 2023. 

The result? Nearly 4 million views. 

The Nebraska, Oklahoma and Texas Beef Councils teamed up for the collaboration.  According to a release from the Texas Beef Council, 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,” Molly McAdams, executive vice president for Texas Beef Council said in the release. “NFR’s demographics show that many viewers are not farmers or ranchers.”

According to McAdams, as a result, a large number of consumers were reached who are not involved in agriculture, all while showcasing the care beef producers put into raising their livestock. 

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’ According to the release, Texan Red Steagall provided the voice over on the television ad which featured combined video assets from each state. 

In order to get an even larger return on the promotional investment, the TBC will continue promoting the video to Texas audiences.

“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.”

For more information about Texas Beef Council and Beef Checkoff programs, visit

Kylene Scott can be reached at 620-227-1804 or [email protected].