One critique of the Beef Checkoff program that I often hear is producers are frustrated that we don’t see advertisements on TV like we used to.
As I understand it, the challenge has been that tighter budgets have made it more difficult to have much purchasing power when it comes to television marketing. As a result, efforts have been focused on reaching consumers via different channels, like social media platforms as an example.
However, this holiday season, beef will have a presence on the Hallmark channel! While families cozy up on the couch to enjoy a Christmas movie, they’ll also be reminded that beef is the perfect celebratory food to serve their loved ones during the holiday season!
A commercial featuring the “drool log,” a prime rib roll roasting over a fire, will be aired more than 50 times between Thanksgiving and New Year’s on the Hallmark channel!
According to Beef. It’s What’s For Dinner., “The successful video released last year called the ‘Drool Log’—a two-hour long video of a Beef Prime Rib Roast slowly cooking over an open flame — created quite the following with more than 14 million videos views.
“This year, new fifteen-second Drool Log ads will appear throughout late November and December on the Hallmark Channel’s holiday programming event ‘Countdown to Christmas’ as part of a limited holiday broadcast and digital ad buy as a way to have a broader reach with consumers this holiday season.”
“As a beef producer, it’s exciting to see checkoff dollars making this holiday season a little more special by bringing Beef. It’s What’s For Dinner. back to broadcast television,” said Buck Wehrbein, National Cattlemen’s Beef Association Federation Division Chairman. “While broadcast television is usually out of reach, the opportunity to advertise on the Hallmark Channel’s Countdown to Christmas movie marathon boiled down to the right network, the right ad, the right time and the right price tag. I look forward to sharing the nostalgia of Beef. It’s What’s For Dinner. ads on televisions with the next -generation of consumers.”
In addition to the bringing the iconic brand back to broadcast television, the Beef. It’s What’s For Dinner. brand is helping consumers navigate how to make the perfect holiday meal through fully integrated digital and social media efforts. Whether having a smaller family gather or working with a tighter budget, there’s a beef option for everyone and the beef experts are here to help people savor the holidays.
Along with the commercials on broadcast television, the campaign will also work to reach consumers through digital and social media efforts to help them choose the best, budget-friendly beef cut and recipe for their holiday meals. These efforts include:
- New versions of the ‘Beef Drool Log’ videos that will be shared across digital and social media platforms and that people can use as Zoom meeting backgrounds if they’re celebrating the holidays virtually
- An updated holiday landing page on BeefItsWhatsForDinner.com as a one-stop shop for all beef holiday cooking needs
- Using cutting-edge technology to make BeefItsWhatsForDinner.com shoppable (meaning you can click on any recipe and be taken to an on-line shopping cart for your local grocery store)
- Working with two partners to run e-commerce campaigns during the month of December aiming to increase beef sales
- Leveraging food and nutrition influencers and celebrity chefs to create their own beef recipes for the holiday season for more experienced at-home chefs
You can check out the commercial by clicking here. Let me know what you think about it!
The opinions of Amanda Radke are not necessarily those of beefmagazine.com or Farm Progress.