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Should Beef be Rare or Well Done? The Beef Oracle Answers All

Creative 208 Add to collection

UM & BMF answer all beef related questions with new campaign for MLA

Should Beef be Rare or Well Done? The Beef Oracle Answers All

The message was first seen last Saturday in the Hunter Valley by locals, intrigued by the 150m x 125m artwork in an oat crop paddock. Others heard it on the radio, read about it in mX or saw it on supersites. And now the fact is the Beef Oracle has arrived. 

Research found that consumers love beef but lack confidence with certain cuts and cooking styles. So, we felt it was incredibly important to provide them with one reference point, a voice that had more knowledge on beef, than any celebrity chef, or any search engine, including Google.

The Beef Oracle’s purpose is to act as a utility to enlighten as to beef’s superiority on all fronts; by making people want to cook beef (desire), inspire them to expand their beef repertoire (confidence) and provide the practical information they need to overcome any hurdles when buying and cooking beef (knowledge).

But unlike previous old-fashioned Oracles who relied on others to dish out their advice, The Beef Oracle is incredibly modern, with its own interactive website that allows people to ask questions throughout the day on multiple devices including text and live chat. It also has its own talkback radio show from 4-5pm daily where consumers are encouraged to call the Oracle’s personal number 1800-BEEF-ORACLE with any queries, be it beef related, or something more personal. The Beef Oracle will answer those questions live and people can listen to it being streamed through the website. 

The Beef Oracle will also be appearing live in popular shopping centres. This ‘Beef Oracle Cube’ gives consumers the opportunity to ask their beef questions up close and personal. 


In addition to the website, live radio show and the Oracle cube, the integrated campaign is supported by outdoor, print, radio ads, social as well as special announcements made for Coles customers. All the media leads consumers to askthebeeforacle.com where witty repartee and guidance can be obtained live.

Cam Blackley, Executive Creative Director of BMF explains: “We're really pleased The Beef Oracle agreed to take time out from it's omnipresent lifestyle to help us reinforce beef's superiority this winter. 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 says: “The Oracle campaign is designed to increase the knowledge that consumers have when purchasing and cooking beef – the “King Of Meats” that has 97% household penetration.  The challenge is to encourage extra usage by consumers with the level of penetration without cannibalizing our share of the market.  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.”

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Beef Oracle
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Genres: Comedy

Categories: Food, Meat & Fish

BMF, Wed, 18 Jun 2014 15:40:43 GMT