Domestic Lamb

MLA Trinity Experiment campaign mocks its way through meat promotion + VIDEO

Sheep Central, September 2, 2016

MEAT & Livestock Australia this week launched its latest 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 said.

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,” he 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.

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

“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 as and other digital platforms with healthy balanced meal information.”

Mr Howie said the campaign, like other MLA marketing activities, used 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,” he said.

“MLA is continually looking at ways to improve our consumer marketing to ensure we deliver the best possible returns to levy paying producers and the wider red meat industry.”

To view the new campaign click here.

For an overview of MLA’s domestic marketing activity click here.

Source: MLA.


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