Meat and Livestock Australia (MLA) has extended an interactive billboard campaign after 20,000 centre shoppers engaged with its recipes in April.

The group is this month launching a year long recipe campaign at 15 shopping centres, with an aim to drive shoppers into nearby butchers and supermarkets.

Andrew Cox, group marketing manager of consumer programs at MLA, says the campaign hopes to target consumers just before they enter meat retailers.

“We’re trying to get media campaigns across the entire path to purchase and we’re really excited to get the consumers interacting with these billboards,” he said.

The occasion based marketing campaign, which is implemented by oOh! Media, works by dispensing meal ideas to wandering shoppers at the press of a button.

MLA’s four week campaign in April was based around the Sunday roast, with its next set to be ‘Beer and Lamb Proper Dinners’.

It is also planning to implement a barbeque steak drive and another lamb promotion for Australia Day 2014.

Cox told Inside Shopper it is not clear if the April campaign was effective at lifting lamb sales for butchers or supermarkets at corresponding centres.

“Lamb sales were up, but that was across the nation,” he said, adding that the amount of recipes printed by individuals was the most significant data gathered.

MLA is primarily targeting A grade suburban centres with a mix of butchers and supermarkets, in order to give shoppers a wide choice.

The group is known for its irreverent campaigns, such as a tongue in cheek advertisement that pretended meat was a posh French perfume, Lâmb.