MLA's 'extreme scientific study' spawns humorous spoof doco

Rosie Baker
By Rosie Baker | 31 August 2016

Meat and Livestock Australia has launched a spoof documentary to "prove" that a healthy balanced diet is the best way to go.

In 'The Trinity Project' it outlines a faux 30-year experiment which shows a set of triplets who were separated at birth and brought up on different diets - one purely green veggies, another a purely meat diet, and the third, a healthy balanced diet.

The campaign, created by The Monkeys, includes a three minute film which will air online and three breakouts that focus on each of the characters. There are also digital and social elements and a partnership with BuzzFeed. 

The so-called "extreme scientific study" is made in the style of a 1970s scientific documentary. It shows what everybody already knows and demonstrates the consequences of extreme diets.

Andrew Howie, MLA group marketing manager, says: "We’ve been saying for a long time that a healthy balanced diet can help make humankind be the best it can be, and now we’ve got the scientific evidence to back it up. And it only took 30 years and three billion dollars to prove it."

The Monkeys cofounder and ECD Scott Nowell, says: “How the Limpski Institute got away with such an extreme experiment is beyond comprehension. However, the learnings are quite compelling. We were just lucky to come across the study and all the footage. It happened to fit perfectly with our nutrition brief for Meat & Livestock Australia.”

The campaign will be supported across digital and social media, including on BuzzFeed, beginning on the 30th August, 2016. 

Earlier this year, MLA launched a campaign for Beef that targeted women in an attempt to shed Beef's blokey perception. But in line with MLA's approach to advertising, it didn't go about it in the usual way, and attempted to avoid stereotypes by telling it like it is.

The ad, by BMF, encouraged women to “beat the day” and all the mundane frustrations it throws at them by eating more beef.

It was part of the 'You’re better on Beef' platform which promotes the nutritional benefits of beef and it's aim was to talk to female consumers in a realistic way that didn't fall into stereotypes.

The Monkeys, arguably Australia's most talked about ad agency, was built from one simple philosophy - see Ten years of monkey business here.

See here for the MLA Spring Lamb campaign, which links lamb with sexuality, culture and language

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit

comments powered by Disqus