MLA’s Beef Oracle answers questions in shopping centre activations

To complement the Meat and Livestock Australia (MLA) Beef Oracle campaign which launched last month, Ensemble Australia created a series of live activations which allowed shoppers in Westfield malls in Parramatta and Penrith to ask the oracle questions.

The Beef Oracle Cube – an oversized kitchen oven – answered shoppers’ questions before delivering them gifts including slow cookers, recipes, and other beef and cooking related items.

BMF created the Beef Oracle campaign which sees a talking piece of ribeye beef promote beef as the protein for winter.


  • Client: Meat and Livestock Australia
  • Activations: Ensemble Australia
  • Content: Ensemble Australia
  • Media: UM
  • Creative Agency: BMF

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