Despite having some of the best beef on the planet, Australian beef sales were on the decline. With contradictory health reports confusing the public as to the health and nutritional benefits of the product, Meat & Livestock Australia decided it was time to answer the criticism once and for all. A refreshed brand proposition was introduced and our job was simple – to remind everyone, 'You're Better On Beef'.
We knew that no matter who you are, everyone wants to be better at something. So we decided to ask one of Australia's most popular sports stars, Nick Cummins aka 'Honey Badger', what he wished he was better at.... And Honey Badger vs. The Scout was born.