Interactive fortune teller leads the way for Meat & Livestock Australia

Meat and Livestock Australia has acquired the services of a pessimistic fortune teller to star in a series of digital outdoor ads that offer passers-by free palm readings.

FortuneMLA has partnered with Ooh Media to run the shopping centre campaign which was created by BMF.

The campaign is the latest take on MLA’s “You’re Better on Beef” work promoting the nutrionary benefits of having beef in a diet.

It is also a homage to the fortune telling machines that could be found in amusement arcades years ago.

MLA group marketing director Andrew Howie said that the ongoing partnerships the company had with both BMF and Ooh Media had created an opportunity for the interactive approach to consumers.

“These partnerships allow us to utilise first-to- market technology to bring to life innovative and ground-breaking creativity,” Howie said.

“We want to leave shoppers with a positive, fun-filled brand experience, while drawing attention to the health benefits of beef.”

The ads take advantage of Ooh’s Excite  screens which can use, sound, touch and getsures to trigger content.

People interacting with the Fortune Teller are given any one of three dozen “tongue in cheek” fortunes such as “Unspeakable riches will come your way…from a Nigerian email account”.

Cam Blackley, executive creative director of BMF, said it was a chance to be playful and entertaining.

“It’s light entertainment at a time folks are probably a bit frazzled… so with any luck they’ll head straight to the meat-counter for their remedy.”


  • MLA
  • Chief Marketing Officer: Lisa Sharp
  • Group Marketing Manager: Andrew Howie
  • Brand Manager – Beef: Jacob Baldock
  • Assistant Brand Manager – Beef: Anna Echo
  • oOh! Media
  • UM
  • BMF
  • Executive Creative Director: Cam Blackley
  • Associate Creative Director: Tim Bishop
  • Art Director: Ben Pearce, Dave Ladd
  • Copywriter: Jonty Bell
  • Designer: Matt Hughes
  • Group Planning Director: David Warren
  • Head of Client and Business Innovation: Kura Tyerman
  • Account Director: Will Woods
  • Account Manager: Melanie Pisani
  • Content Producer: Brooke Mather
  • Creative Services Director: Clare Yardley
  • Talent: Diana Younes
  • Production Company: Airbag
  • Post Production: White Chocolate
  • Sound Production: Rumble Studios

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.