NJ Transit announced a new customer courtesy campaign featuring the famous Ricardo the Bull, designed to enhance the customer experience.
Every day, hundreds of thousands of customers rely on NJ Transit’s trains, buses, light rail lines, and Access Link service to get to and from work, school, appointments and events. The campaign entitled “Ricardo Says,” uses fun, whimsical drawings to highlight ways that all customers can be aware of their surroundings and help their fellow commuters while riding the transit system.
The “Ricardo Says…” campaign promotes patience, respect, awareness and shared responsibility across the transit system.
In December 2023, a Texas longhorn steer wandered onto the tracks near Newark Penn Station during the morning rush hour commute, briefly disrupting rail service and capturing national attention. The steer, later named Ricardo, was safely rescued and relocated to Skylands Animal Sanctuary, where he now lives permanently.
What could have been a stressful moment became a uniquely New Jersey story. Ricardo quickly became a local icon and a reminder that staying calm and patient, and looking out for one another, win the day.
“Ricardo’s story reminded all of us that even during the busiest commute, a little patience and consideration can go a long way,” said NJ Transit President & CEO Kris Kolluri. “Through the ‘Ricardo Says’ campaign, we’re encouraging customers to help create a more courteous, comfortable ride for everyone — with a little New Jersey personality and humor along the way.”
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