Beef Jerky

Iowa Supports New Theater-Focused Beef Promotion Campaign This Holiday Season

Kylie Peterson | November 19, 2019

Contact: Kylie Peterson, Director of Marketing & Communications, Iowa Beef Industry Council, 515-296-2305

The Iowa Beef Industry Council (IBIC) is providing support to a delicious national beef video campaign this holiday season. Beef. It’s What’s For Dinner. is releasing a new Beef Drool Log video that will add holiday flavor to workplaces, dinner parties, or nights at home with the family. Beef. It’s What’s For Dinner. is managed by the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff.

The Beef Drool Log is a two-and-a-half-hour video featuring a Prime Rib Roast cooking on a rotisserie over an open flame. The video puts a tasty spin on the iconic Yule Log like only beef can. A full-length version is live on YouTube, and shorter versions will be promoted in holiday digital marketing efforts on Hulu, YouTube, Facebook, Instagram, Twitter, Pinterest, and LinkedIn.

Holiday moviegoers will also have the opportunity to enjoy the Beef Drool Log in National CineMedia Noovie pre-show in select movie theaters in 10 states between November 22 and December 5. IBIC and eight other state beef councils are supporting the in-state theater promotions with funds from the half of the $1-per-head national Beef Checkoff collected in their states that they control. The Northeast Beef Promotion Initiative also has put funds into the effort. Throughout the country, 212 theaters with almost 2,700 screens will be participating in this test project.

The Drool Log will appear on 120 screens in select theaters across Iowa from Nov. 22 to Dec. 5. “This is a tremendous way for cattlemen and women in Iowa to support a campaign that will have an impact on consumer demand for beef during the holidays,” said Kylie Peterson, Director of Marketing and Communications for IBIC. “Our partnership on this effort will be another step in showing that beef’s great taste and the eating experience it delivers are definitely ‘drool-worthy’ and can’t be copied or replaced. Consumers love the unique, delicious taste of beef, and seeing it on the big screen will be a reminder of that. The Drool Log will become an instant holiday favorite.”

The Beef Drool Log encourages consumers to gather around a beef roast for the holidays. It’s 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 the popular beef preparation methods of smoking, stir-fry, sous vide, and grilling have more than 81 million views. 


About the Beef Checkoff: The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.

About the Iowa Beef Industry Council: The Iowa Beef Industry Council is funded by the $1-per-head National beef Checkoff Program and the $0.50-per-head Iowa State Beef Checkoff. Checkoff dollars are invested in beef promotion, consumer information, research, industry information, and foreign market development, all with the purpose of strengthening beef demand. For more information, visit