The eight-week initiative invites travelers to share stories from the road and introduces new checkout displays at more than 800 Sheetz locations
DALHART, Texas, Sept. 3, 2026 /PRNewswire/ — Ribbonwire Ranch, a family-run producer of organic Texas-raised beef snacks, today announced “Dashboard Diaries,” an eight-week campaign marking its first anniversary at Sheetz. Running Aug. 14 through Oct. 2, the initiative builds on Ribbonwire’s growing presence in the convenience channel and its commitment to supporting retailers with custom marketing programs.
“Our first year at Sheetz has been an important chapter in Ribbonwire’s growth, and the company has been an exceptional partner,” said Ribbonwire Ranch co-founder and head of ranch operations Chad Schoonover. “We believe in supporting our retail partners with more than a product on the shelf, and ‘Dashboard Diaries’ brings that commitment to life through a custom campaign designed around Sheetz and the role its stores play in life on the road.”
“Dashboard Diaries” grew from the insight that convenience stores are not simply stops along the way but part of the road travel experience. GSTV research supports that idea, finding that 45% of consumers pick up snacks and drinks while traveling and 29% browse during fuel stops. Ribbonwire designed the campaign to build on that behavior, moving beyond a traditional in-store promotion by inviting drivers to share their stories.
“Our goal is to build on Ribbonwire’s momentum at Sheetz and help more travelers discover our fully traceable, high-protein snacks so they can feel good about what they’re reaching for on the go,” Schoonover added.
Travelers can participate in the “Dashboard Diaries” campaign by posting a road-trip photo, video or story on social media using the hashtag #DashboardDiaries. No purchase is necessary. Campaign elements include:
- Checkout displays: Custom Ribbonwire counter caddies will feature the brand’s single-serve beef sticks in Original, Jalapeño, Honey BBQ and Sweet & Spicy.
- “Fill Your Dashboard” giveaway: Participants will be entered for a chance to win $500 in Ribbonwire beef snacks and branded merchandise.
- Stories from the road: Creator content and weekly features will highlight selected “Dashboard Diaries” entries throughout the campaign.
- Community support: Ribbonwire will donate to Sheetz For the Kidz, supporting children in Sheetz communities.
Consumers can follow @ribbonwireranch on Instagram for campaign updates or visit ribbonwire.com to learn more about the brand.
About Ribbonwire Ranch
Founded in 2008 and based in Dalhart, Texas, Ribbonwire Ranch is a family-owned and operated beef producer located on the northern portion of the historic XIT Ranch in the Texas Panhandle, where cattle have been raised since 1885. The company raises its own cattle, grows its own organic feed and manages production under a vertically integrated model that provides full traceability from pasture to package. Ribbonwire Ranch transitioned its land, cattle and farming practices to organic standards in 2015 and today produces a portfolio of USDA Certified Organic and organic beef products that are raised and made in the United States. For more information, visit ribbonwire.com.
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SOURCE Ribbonwire Ranch
