Hallmark Channel Christmas movies are known for their ability to tug at the emotional heartstrings of viewers around this time of year. This year’s commercial breaks, however, will tug on the hunger pangs of viewers in the same way.

The National Cattlemen’s Beef Association — through its capacity as a contractor to the beef checkoff — will run “Beef. It’s What’s For Dinner.” commercials during this week’s Hallmark Channel’s Countdown to Christmas movies in an effort to get consumers excited about featuring beef during their holiday menus.

“We are on a quest to take the holidays back,” NCBA CEO Colin Woodall said on this week’s Agri-Pulse Open Mic. “We love our friends in the turkey business, but they’ve had a good run; we want beef on the tables.”

The ads will feature 15-second snippets of the Drool Log, a two-hour video of a prime rib cooking on rotisserie over an open flame. According to NCBA, the ads will run more than 50 times before the end of the year.

In addition to the ad spots, a broader “Beef. It’s What’s for Holiday Dinner.” campaign also features Zoom backgrounds for those celebrating the holidays virtually, updated webpages with recipes and a "shoppable" platform, and e-commerce and influencer chef partnerships to boost the appeal of beef during the upcoming holiday season.

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