Featuring superhero farm animals including Leo the young pig, Chickity and Moopheus, the Meatrix, a satire of cult movie The Matrix, revolutionised online grassroots advocacy when it went viral in 2003. Depicting the perils of today's factory farming culture, the short received an overwhelming response and The Meatrix II: Revolting and The Meatrix II 1/2 soon followed suit. The Meatrix website offers easy-to-digest information on factory farming as well as alternatives to conventionally farmed meat and poultry products and also features an Eat Well Guide - an online directory of sustainable food from farms, stores and restaurants for US users.