With the approach of the holiday season, the National Cattlemen’s Beef Association launched Beef. It’s What’s For Holiday Dinner.

For the first time since 2003, Beef Checkoff-funded advertisements and the iconic Beef. It’s What’s For Dinner. brand will be on television, airing a limited number of ads during the Hallmark Channel’s Countdown to Christmas movies.

The campaign will also provide an updated holiday landing page as a one-stop shop for all beef holiday cooking needs. Website visitors can click on any recipe and be taken to an online shopping cart for their local grocery store.