Rugby star Nick ‘Honey Badger’ Cummins learns survival skills in content campaign for MLA

Australian rugby star Nick ‘Honey Badger’ Cummins is fronting a content and digital campaign for Meat and Livestock Australia (MLA) that pushes the benefits of eating meat.

The Wallabies winger, famous for his unusual post-match interviews, is the star of the first content-led push for MLA under the recently launched ‘You’re Better on Beef’ banner, bought to life in a BMF-created TV ad in March.

The new content piece has been created by MLA’s PR firm One Green Bean and sees Cummins, in his role of ‘beef ambassador’, taught survival skills by bush survival expert – a boy Scout. In exchange, the Western Force star attempts to improve the boy’s rugby.

The 3 minute 35-second video, which sees the scout cook a tin of beans while Cummins tucks into a steak, is being hosted on MLA’s social media platforms and will be supported by media spend.

Among Cummins’ one-liners include: “I’m starving, I could eat the crutch out of a low flying duck”, while he tells his survival tutor after a wayward pass of the rugby ball: “That was as straight as the Mardis Gras”.

Meat & Livestock Australia marketing manager consumer programs Andrew Howie said: “You are what you eat, and beef contains nutrients that support both physical and mental wellbeing to help you perform at your peak.

“Australia has the best-tasting beef in the world, and the ‘You’re Better on Beef’ platform is designed to inspire the nation to power up and be proud of their meal choices. We’re delighted that Nick’s on board. As a high-performing, health-conscious Aussie who loves his beef, he’s the perfect advocate for beef.”

One Green Bean global executive director Kat Thomas said branded content campaigns are “just an ad” without “inherent social currency”.

“MLA gave us a cracking opportunity to create a campaign that we think is a great example of what modern PR specialists ought to be delivering for brands today – content-led ideas that are both newsworthy and highly shareable,” she said.

Cummins added: “As an athlete, nourishing the rig is crucial and beef is the answer. The word is it contains 13 critical nutrients – and besides protein, it has iron, which fuels the tank when I’m on the burst, and zinc, which helps me talk some sense after a big game.”

The campaign is a follow-up to the TV-led ad push in March which positioned beef as the “fuel for active people”.


Creative and content – One Green Bean

Production – Versus

PR – One Green Bean

Media Buy – UM


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