After the success of the multi-year series, BBQuest, we wanted to set off on a new quest to maintain momentum for the campaign: Unite beef fans across the state of Texas while highlighting beef’s versatility, taste, and nutritional value.

We worked with six influencers who made videos featuring their best beef-centric dishes and had the public vote on their favorites. The top two vote-getters then squared o  in a head-to-head competition judged by Food Network star Ali Khan, Hardcore Carnivore Jess Pryles, and pitmaster Miguel Vidal of Valentina’s Tex Mex BBQ.

Being on set in a live-to-tape competetive environment was a blast and the campaign earned nearly 50M impressions across paid and earned media. It remains some of the most fun I’ve had in my professional career.