Ultimate Beef Loving Texan
Beef Loving Texans
FOOD, NUTRITION AND BEVERAGE
Ultimate Beef Loving Texan
The Challenge:
After the success of the multi-year series, BBQuest, Hahn and Beef Loving Texans (BLT), the consumer-facing brand of Texas Beef Council, wanted to set off on a new quest to maintain momentum for the campaign, unite beef fans across Texas while highlighting beef’s versatility, taste, and nutritional value.
The Strategy:
In August 2023, Hahn and BLT launched the “Ultimate Beef Loving Texan” to identify the person who best exemplifies a true beef enthusiast, in line with Beef Loving Texans’ mission to unite people through their shared love for beef.
To achieve this, Hahn implemented a strategic, multi-phased approach. The first phase involved engaging six food influencers, each creating a beef-centered recipe video. These videos were shared across social media, engaging the public to vote online, and leading to the selection of two finalists, Johnny Stewart and Danielle Dubois.
The second phase featured a competitive cook-off competition, scripted and directed by Hahn. Led by BBQuest host, Kelsey Pribilski, the expert judging panel included Food Network Star, Ali Khan, Hardcore Carnivore and meat expert, Jess Pryles and barbecue rock star, chef and pitmaster, Miguel Vidal of Valentina’s Tex Mex BBQ.
Johnny and Danielle faced off in a culinary battle in three on-hour live cookoffs that were featured on BLT’s digital platforms:
- Episode One – The Ground Floor: required the chefs to be brilliant in the basics with ground beef
- Episode Two – Raising the Steaks: the chefs would need to push their craft to present the perfect plate
- Episode Three – For All the Marbling: the chefs had to gather all of their skills, creativity and focus to elevate their game with their own unique Ultimate Beef Loving Recipe
The crowned winner, Johnny, secured the “Ultimate Beef Loving Texan” belt buckle and now serves as a representative for Beef Loving Texans, contributing monthly recipe content and brand engagement.
The Results:
The campaign blended paid, earned, and owned promotional strategies throughout its duration, resulting in:
- 4.5 Million Video Views Across Organic and Paid Efforts
- Over 400 Hours Watched
- 28 Million Paid Campaign Impressions
- 87K Website Landing Page Views
- 18M Earned Media Impressions
The campaign’s success in engaging a diverse audience and showcasing beef appreciation solidified the brand’s mission, leaving the public eagerly anticipating the next champion.
