Here is a flashback to the Meat & Livestock Australia (MLA) marketing campaign from 2016 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 campaign was called – The Trinity Experiment – as 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.
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.
The purpose of this campaign was to create informative and amusing content that the target audience will engage with and that supports a healthy balanced diet.
Do you think they achieved this?