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.
Bored after 15 seconds…
They’ve bagged some meat with this one. Some ripper one-liners
About as funny as a day in Cambodian Abatoir
Great talent
heaps unfunnny
More MLA bullshit – the only thing you’ll get from eating beef is cancer or a heart attack. Obviously picked the Wallaby that hasn’t read the Harvard or Cornell University studies of the effect of meat on the human body.
Was as mad as a cut snake when I started watching and, head over biscuit, there wasn’t much quality meat in store. Fair dinkum, could have done with a bit more pie.
This just isn’t engaging.