Fans of the Hallmark Channel can look for the return of the popular Beef Drool Log as they watch holiday movies throughout the month December. The successful online video from last year is now also a 15-second television advertisement.
“The stars have kind of aligned for us,” said Alisa Harrison with the National Cattlemen’s Beef Association, a contractor with the Beef Checkoff. “It really came down to the right network, the right creative, the right time and the right price tag.”
More than 50 commercials will air during the 6-week timeframe, capitalizing on a time when consumers are cooking more meals at home due to the ongoing pandemic. Harrison said another exciting development is the fact that recipes found on the Beef. It’s What’s For Dinner. website are now shoppable, meaning consumers can click on any recipe and be taken to an online shopping cart for a local grocery store, where they can choose those ingredients and have them delivered or available for curbside pickup locally.
Harrison believes the trend towards home grocery delivery and online ordering of food is here to stay, and the beef industry wants to help consumers better understand how beef is produced and the value it brings to their tables.
“Our goal is to make sure that beef demand stays high and that consumers continue to love beef,” said Harrison, who participated in the National Association of Farm Broadcasting virtual Trade Talk event.2020 NAFB Interview with Alisa Harrison, NCBA 13:14