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MLA Beef: The Beef Oracle's Manifesto

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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). Agency: BMF Australia

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.
Credits Other credits

Executive Planning Director: Simon McCrudden

Strategic Planner: Thomasine Burnap

Head of Interaction Design: Nev Fordyce

Interaction Designer: Rhys Edwards

Digital Executive Producer: Jo Cooper

Digital Technical Director: Mark Ellis

Head of Broadcast Content Production: Whitney Hawthorn

Animator: Max McMullin

Project Manager: Jayde Morgan

Art Buyer: Basir Salleh

Agency Print Producer: Karen Liddle

Grad: Max Whitehouse

Client contact: Lachlan Bowtell, Regional Manager - Australia, Andrew Howie, Marketing Manager, Evelyn Lloveda, Assistant Brand Manager.

PR Agency: Hausmann Communications

Activation Agency: Ensemble

Media Agency: UM

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