Just in time for the holidays, Beef. It’s What’s For Dinner is releasing a new “Beef Drool Log” video on YouTube for gatherings and celebrations. The "Beef Drool Log" is a two-and-a-half-hour video featuring a Prime rib roast cooking to perfection on a rotisserie over open flame, paying homage to the iconic Yule Log, but with a tasty spin on it.
Prime rib is a popular menu item during the holidays, and a survey by IRI/Freshlook showed that 60% of annual roast sales occur in December. The "Beef Drool Log" can add some holiday flavor to the workplace, a dinner party or a night at home with the family, the beef brand said. Shorter versions of the video will be showcased in the Beef Checkoff-funded Beef. It’s What’s For Dinner holiday digital marketing efforts on Hulu, YouTube, Facebook, Instagram, Twitter, Pinterest and LinkedIn. Holiday moviegoers will also have the opportunity to enjoy the Drool Log during the National CineMedia Noovie preshow in select movie theaters in 10 states between Nov. 22 and Dec. 5.
Nine state beef councils are supporting in-state theater promotions with dollars from the half of the $1-per-head national Beef Checkoff they manage. Councils in Washington, Nebraska, Tennessee, Pennsylvania, Kansas, Missouri, Idaho, Iowa and Florida have committed funds to the effort, as has the Northeast Beef Promotion Initiative. Overall, 212 theaters with more than 2,700 screens will be participating in this aspect of the campaign.
The "Beef Drool Log" is the latest video in the “Keep Sizzlin’” advertisement collection from Beef. It’s What’s For Dinner. The original sizzle video, featuring a strip streak crackling and popping as it cooks in a cast iron skillet, has been viewed more than 33 million times. Additional sizzle videos showcasing smoking, stir-fry, sous vide and grilling beef preparation methods have more than 81 million views.
“Real beef’s great taste and ‘drool-worthiness’ cannot be replicated, which is why we think sizzle videos resonate so well with consumers,” said Season Solorio, senior executive director of brand marketing and communications at the National Cattlemen’s Beef Assn., a contractor to the Beef Checkoff. “The holidays are the perfect time to build on the sizzle concept we know consumers love and add a touch of nostalgia by pairing two holiday favorites: beef and the traditional Yule Log video. The resulting 'Beef Drool Log' is sure to be an instant holiday favorite and crowd pleaser.”
Federation of State Beef Councils chair Laurie Munns, a cattle producer from Hansel Valley, Utah, said, “We’re excited many state beef councils are working with our national team to extend the impact of this campaign. This cooperative effort demonstrates the value of a coordinated state and national partnership.”