Campaign: Meat and Livestock Association

Campaign Objective

Get more beef and lamb in shoppers trolleys by inspiring them with recipe ideas whilst on their grocery shop.

Build awareness, provide inspiration, and influence grocery buyers in proximity to butchers and supermarkets.


oOh! Retail panels located in high traffic locations across 15 shopping centres dispensed different recipes to shoppers.

By simply pushing a button or using the touch screen as a trigger, a recipe was printed providing inspiration for their next meal. Shoppers were prompted to purchase the ingredients which included beef or lamb.


MLA has committed to a larger, year long retail campaign following the success of the initial campaign in 2013.

Over the duration of the campaign, there has been a total of 454,713 dispenses across 15 panels, equating to an average of 1,380 dispenses per day.

On average, panels were most active between 11am – 5pm with the peak at 4pm.

Thursdays and Saturdays are the most popular days.