You're Better On Beef

Client: Meat & Livestock Australia

PR Social Celebrity


Australia has some of the best beef in the world, but consumption was down in favour of other proteins seen to be cheaper and healthier. However, beef is the most nutrient-rich meat, so it was time to change perceptions.

We distilled our message into a core human truth: everyone wants to be ‘better’ at something. We highlighted beef's superior nutritional make up as a means to help make this happen.
Who better to demonstrate this than one of Australia’s biggest rugby stars, Nick ‘Honey Badger’ Cummins. He wanted to be better at survival skills so we sent the Honey Badger on a mission with a trusty boy scout as his guide.

The content was then launched and amplified via a targeted seeding strategy.