MLA launches new nutrition marketing campaign + VIDEO

Beef Central, 01/09/2016


Meat & Livestock Australia (MLA) has launched a new marketing campaign as part of the consumer nutrition program aimed at cementing beef and lamb as key pillars of a nutritionally balanced diet, especially with younger Australians and men.

The new campaign – The Trinity Experiment – is an online ‘mockumentary’ style story about a set of triplets, separated at birth and raised under incredibly similar circumstances, with the only difference being their diets.

One child is raised on a diet of meat only, the second child on green vegetables only and the third on a healthy balanced diet featuring beef and lamb.  The campaign shows the experiment over 30 years and highlights how a healthy balanced diet featuring red meat as an important component helps get the best out of individuals.

MLA’s Group Marketing Manager Andrew Howie said the latest campaign was a continuation of the important consumer nutrition marketing that MLA had undertaken in recent years, targeting key consumer groups and issues identified by research.

“Nutrition and versatility are key drivers of choice when it comes to red meat purchases in the domestic market. The campaign acknowledges this and showcases key nutrition messages and product versatility in a way that younger male audiences can relate to,” Mr Howie said.

“It’s important we reach these valuable audiences with the right nutritional information around beef and lamb as part of a healthy balanced diet.”

Mr Howie said younger Australians and males are important target audiences for future-proofing red meat consumption, especially as research has shown an increase in men shopping and preparing meals.

“However, younger male audiences are notoriously hard to reach and tend to avoid nutrition-based information,” Mr Howie said.

“In recent years, MLA has developed new ways of communicating with ‘hard to reach’ audiences using new and innovative concepts to great effect.

“The purpose of this campaign is to create informative and amusing content that the target audience will engage with and that supports a healthy balanced diet.

“We will also direct the audience back to MLA online channels such and other digital platforms with healthy balanced meal information.”

Mr Howie said this campaign, like other MLA marketing activities, uses extensive research and data, as well as learnings from previous nutrition programs, to drive demand for red meat.

“We are committed to creating advertising that works, based on data and consumer insights that inform our ideas. This in turn generates campaign elements that consumers love to engage with,” Mr Howie said.

“MLA is continually looking at ways to improve our consumer marketing to ensure we deliver the best possible returns to levy

Source: MLA. 


Your email address will not be published. Required fields are marked *

Your comment will not appear until it has been moderated.
Contributions that contravene our Comments Policy will not be published.


  1. Tony Newberry, 02/09/2016

    It’s been said before, but I’ll say it again: MLA’s ad agencies are more intent on designing ad campaigns to win industry awards, than they are in trying to sell beef.

  2. Judy Duffy, 02/09/2016

    Again, a red meat campaign that doesn’t work – entering dangerous territory with ‘faux’ scientific study – the only ones enjoying this are the ad agencies involved – at levy payer expense – not good MLA.

  3. Paul D. Butler, 01/09/2016

    Absolutely terrible…….total rubbish. The facts prove that a meat only diet…… far superior to the mainstream diet that is currently pushed. Check out “meat only diets”.

    Worst thing is when our industry buys into it using our money. And I thought that only in the U.S. do they use producers money to trash beef.

  4. Stephen Kelly, 01/09/2016

    What a load of hogwash – absolute waste of levy payers money. The only one to benefit from this are The Monkeys who made it. The legacy of David Thomason’s work is seen every Australia Day – sadly the Beef industry has missed out

  5. David Hopkins, 01/09/2016

    That is so corney, can’t see the value

Get Beef Central's news headlines emailed to you -