Meat and Livestock Australia (MLA) have launched a new digital and PR campaign to tell meat eaters that “You’re Better on Beef”.

The new campaign sees Beef Ambassador, rugby star Nick ‘Honey Badger’ Cummins, being put through his bush survival skills by an expert survivalist. Cummins fuels up on beef, sexual innuendo and ocker dad jokes.

Andrew Howie, marketing manager consumer programs at Meat & Livestock Australia says: “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.”

The campaign is supported by media spend and consumer reach uncovering what Australians want to be better at.