Beef Loving Texans campaign draws inspiration from nostalgic camping experiences
Summer campaign highlights the importance of memories made around beef.
Savor the Texas Outdoors Partnership
Inspired by growing interest in nostalgic camping experiences, Beef Loving Texans and Kampgrounds of America (KOA) have launched Savor the Texas Outdoors, a new summer campaign celebrating campsite grilling and the memories made when beef brings people together.
The campaign taps into a growing consumer interest in outdoor recreation and nostalgic camping experiences. According to KOA's annual 2026 Camping and Outdoor Hospitality Report, 50% of consumers are interested in reliving childhood camping memories, while 55% plan to tent camp this year and 44% are interested in learning outdoor cooking.
"Whether it's a camping trip, an RV getaway or a backyard cookout, some of our favorite memories are made around beef," said Rachel Chou, director of consumer marketing for Beef Loving Texans. "Savor the Texas Outdoors is about helping Texans reconnect with those simple moments, like gathering outside, sharing a great meal and creating new memories with family and friends."
Throughout the summer, Texans can engage with Savor the Texas Outdoors through outdoor cooking content, grilling recipes, camping inspiration, a free downloadable camping guide and a chance to win a weekend getaway to the new Fredericksburg KOA Resort, opening Sept. 1, 2026. The campaign will also feature a series of free public events hosted at KOA campgrounds across Texas.
Leading the experience is Beef Loving Texans Pitmaster and Grill Master Jerry McPherson, host of the organization's Smoke Lab events. Throughout July and August, McPherson will visit select KOA campgrounds across Texas to teach attendees how to grill a steak and utilize leftovers for more great campsite meals while sharing approachable outdoor cooking and grilling techniques that campers, backyard grillers and outdoor enthusiasts can use all season long.
In addition to the live grilling class, event attendees can get complimentary beef-inspired food, music, lawn games and family-friendly campground activities designed to celebrate the summer outdoors. The events offer Texans of all ages an opportunity to gather around beef meals, learn new outdoor cooking skills and experience the camping traditions that continue to inspire today's outdoor travelers. Attendance is free, but advance registration is required as space is limited.
Experiences will take place at select KOA campgrounds across Texas, including:
- Austin East KOA Holiday, July 11, 6:00-8:00 p.m.
- Galveston Island KOA Holiday, July 25, 6:00-8:00 p.m.
- Lake Conroe / Houston North KOA Holiday, Aug. 1, 6:00-8:00 p.m.
"We're seeing more travelers seek experiences that help them slow down and reconnect with the people around them," said Ethan Rafei, vice president of the Texas KOA Owners Association. "Whether it's gathering around the grill, enjoying a meal outdoors or introducing a new generation to camping traditions, these are the kinds of experiences campers are increasingly seeking today."
Source: Texas Beef Council
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