All Knowing All Steaming Beef Oracle.

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Time to ‘Meat’ the Beef Oracle

Sydney based Creative Agency BMF has created a smoking hot campaign for Meat and Livestock Australia “MLA” and in turn the Beef Producers of Australia. They have worked their guru magic to channel the Beef Oracle via a dedicated website designed to answer and all things that are beefy.


The campaign has a goal of encourage extra usage by consumers without cannibalising the existing share for Meat and livestock Australia. Supporting the Beef Oracle is a myriad of promotional layers, from outdoor and shopping centre appearances in the ‘Beef Oracle Cube’ through to in store placement (Coles) and his very own talk back radio show where you can speak directly to the beef Oracle himself each day between 4pm – 5pm where all of the most meaty questions will be answered.

Keen to give it a try for myself I live chatted with the Beef Oracle on how to slow roast a Mediterranean Beef Roast, whilst the answer itself was not that earth shattering or even that eye-opening I did like the way they pushed you through to the MLA website for more information and ideas.

Meat The Beef Oracle
Beef Oracle Question



Most Of All It Was Fun!

I love the interpersonal nature of the Beef Oracle

I chuckling to myself as he asked me to “Allow him to marinade on my question a brief moment”.

All in all I like it, I give credit for a truly innovative approach to promoting Meat and Livestock Australia. Tip of the hat for a great execution of a digital PR strategy which I am sure will generate some BBQ Like A Boss – BBQ moments.

Like Beef Try This Book On For Size

To Be The Boss You Need To Be a Cut Above


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