MLA introduces The Beef Oracle to answer any meat related (and not meat related) questions

The Meat & Livestock Association is using a talking piece of ribeye beef known as ‘The Beef Oracle’ to promote beef as the protein for winter.

Hunter_Valley_Crop_circle(0004) (2)Hinting at what was to come, the association promoted the campaign with a crop circle in the Hunter Valley before going live with a website featuring the talking ‘beef oracle’ this week.

MLA spokesperson Lachlan Bowetell said in a statement: “This activity is part of our newly launched Beef Oracle campaign. The Beef Oracle has been designed to educate and inspire Australians to cook more beef meals in winter. He knows what cuts to choose, what ingredients you require and the meals you crave,” explained Lachlan.

The Beef Oracle website hosts a radio program which allows audiences to phone their questions in for the oracle between 4pm and 5pm east coast time. Out of hours, viewers can listen to the types of questions the Oracle answers, including who will win on Friday in the World Cup: the Netherlands or Australia (The Beef Oracle says the Netherlands).

Taking cues from the recent Kellogg’s Crunchy Nut Cornflakes campaign which saw the brand pastiche a late night sex phone, complete with real phone line willing punters could dial into, audiences can call the 1800 radio number between 4pm and 5pm.Beef Oracle

Calling out of hours listeners will get this message:

Out of hours, audiences can interact with the beef oracle via a chat function on the website or via social media.

Beef Oracle

Created by BMF, outdoor executions also direct audiences to the website.

Last month, BMF retained the MLA account following a pitch which saw The Monkeys added to the agency roster.

Miranda Ward


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