Montana’s is promoting its ribs through a TV show closely associated with its namesake U.S. state.

The family casual chain negotiated a partnership with Paramount+ that includes integration Yellowstone, a TV series staring Kevin Costner set on a sprawling Montana cattle ranch.

An ad promoting the restaurants all-you-can-eat Ribfest promotion focuses on restaurant category conventions like camaraderie and appetite appeal, before calling out an offer for a one month trial of Paramount+, which streams Yellowstone, after buying a $25 Montana’s gift card.

In addition, Montana’s has also worked with Paramount+ to rename some limited-time menu items with character names from the show, one of several integrations that will be shown across guest touchpoints.

Yianni Fountas, head of marketing for Montana’s, says that Ribfest is a signature program, built as an extension of the chain’s legacy of “All You Can Eat Ribs” on Wednesdays.

“While the core elements of the Montana’s Ribfest campaign have remained the same, there has been a conscious evolution to the way in which we speak about our ribs in an effort to celebrate and build equity around our smoked-in-house program, rather than solely relying on the ‘all you can eat’ offer to drive guest traffic,” Fountas says.

According to Fountas, when conversations with Paramount+ first began, Montana’s was excited by the alignment as it recognized that the two brands offered complementary opportunities to one another. “There were easily identifiable aspects of both the Montana’s and Yellowstone brand properties that demonstrated a natural fit and led to the foundation for a partnership.”

Fountas tells strategy that Ribfest provided an immediate window to test consumer perception and sentiment of the integration between both brands, allowing Montana’s to quickly gain insight and evaluate potential future opportunities for collaboration. The initiative enables the chain to provide incremental value to guests during Ribfest and leverage the Yellowstone property to break through the competitive landscape of full service restaurants and reach new segments in a unique and compelling way.

The media strategy includes a mix of TV, radio, print and digital ads, with media buy executed by Genuine Retail Media.

While not commenting on ad spend, Fountas calls the latest outreach, “the cornerstone of our marketing calendar.”

A majority of creative assets are produced in-house, but the brand does work with Viva Productions for commercial and feature spot editing.