As viewers tune in to Hallmark Channel’s Christmas movies this year, they’ll see ads promoting beef.

For the first time since 2003, checkoff-funded Beef. It’s What’s For Dinner. ads return to broadcast television to remind consumers across the country that beef is an ideal protein to serve on holiday menus.

The Beef. It’s What’s For Dinner. Drool Log TV commercial began running in late November and will continue through the end of the year. The 15-second ads are based on the two-hour long video of a prime rib roast slowly cooking over an open flame that was successfully released last year.

According to the National Cattlemen’s Beef Association (NCBA), a contractor to the beef checkoff, the ads will air more than 50 times before the end of the year.

“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,” Buck Wehrbein, NCBA Federation Division chair, said. “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 ads, a broader Beef. It’s What’s For Dinner. campaign features updated webpages with recipes and a “shoppable” platform to help consumers navigate holiday meals on a variety of budgets. NCBA is leveraging e-commerce and celebrity chef partnerships to boost the appeal of beef during the holiday season, and the campaign also features Zoom backgrounds of the Drool Log for those celebrating the holidays virtually.

For more information on the campaign and all things beef-related, visit


This article was originally published by Julie Tomascik of the Texas Farm Bureau as part of its Texas Agriculture Daily.