An all-knowing fountain of beef knowledge has been unleashed on the Aussie meat market – the Beef Oracle.
Created for Meat & Livestock Australia (MLA) by BMF, the Beef Oracle is a meaty digital roast that can enlighten meat-eaters on how to cook beef and inspire them with what to cook up with beef.
The Beef Oracle has its own interactive website where people can pose questions and chat live to the slab of meat. It also has its own talkback radio show from 4pm to 5pm daily, which encourages consumers to call the Oracle's personal number, 1800-BEEF-ORACLE. The Oracle will answer questions and queries, either beef-related or more personal, live and people can listen via the website.
The Beef Oracle will also be making appearances in shopping centres via the 'Beef Oracle Cube', which lets people pose their beef questions up close and personal.
Cam Blackley, ECD at BMF, said: “If you’re looking for a little dinner inspiration, confidence in selecting the right cut of beef or any other troubling questions you’d be hard pressed to find a more generous source, all knowing medium."
Lachlan Bowtell, MLA's regional manager for Australia, said the challenge for the campaign is to “encourage extra usage by consumers without cannibalising our share of the market”.
He added: “Beef is a fantastic brand that needs to be treated with reverence, respect and empower consumers to make the right decision this winter and that decision is beef. We have entered new territory challenging the norm with an extensive outdoor, digital and PR strategy that will deliver results for our stakeholders – beef producers of Australia.”
The campaign is supported by outdoor, print, radio, social and special announcements in Coles.
Credits:
Client – MLA
Agency – BMF
ECD – Cam Blackley
Creative director – Justin Ruben
Art director – Ryan Fitzgerald, Bradley Averill
Copywriter – Jim Curtis, Lucy Kough, James Beswick
Executive planning director – Simon McCrudden
Strategic planner – Thomasine Burnap
Production company – BMF Content
Post production – BMF Content
Editor – Joe Kiely
Animator – Max McMullin
Activation agency – Ensemble
Media – UM
