We brought You’re Better on Beef to life using someone who’s perceived to be at their best, revealing what they wanted to be better at.

We engaged Australian elite sportsperson and cult figure The Honey Badger - a nickname coined by his fans for his post-match comedic one-liner ‘Badgerisms’ such as “I was sweating like a gypsy with a mortgage.”

We leveraged his cult status and ‘badgerisms’ to film an entertaining piece of video content of him tackling what he wanted to be better at – bush survival skills –alongside a bush survival expert, a boy scout.

The Honey Badger Vs The Scout was born.

The video content communicated the brand’s proposition in an entertaining way using ‘ badgerisms’ peppered throughout, whilst demonstrating how superior nutrients in beef enables you to be better at anything. We leveraged the video content as a media asset, securing editorial around the brand’s proposition.

We released the video on Honey Badger’s Facebook page to an engaged community of over 116,000 and via his fan built Facebook page of over 80,000 fans, resulting in half the views being organic with fans tagging their friends and calling out the funniest ‘badgerisms’ such as “tinder selection is crucial”.

We conducted a targeted media outreach program to secure coverage of the content in editorial.

Coverage first appeared in current affairs news program, The Project, who interviewed the Honey Badger and featured the video content, syndicating to all Channel 10 news bulletins. Fox Sports and all other major TV news outlets in Australia then covered the story and aired the video content.

In total over 300 pieces were secured with over 95 million opportunities to see the brand’s message, with over 85% of editorial featuring the video content.

The campaign generated:

• More than 430k views in 24 hours, 1.5 million views in total – with more than half organic views generated by fans tagging their mates in the comments.

• More than 1 million social engagements and 95 million opportunities to see the brand’s message in editorial coverage.

• As a result of watching, 54% of the target audience agreed they were ‘more likely to eat beef’ vs. the benchmark of 42%.

• Weekly consumption rose by 0.17 to 1.72 serves per week, arresting a long-term decline.

• Campaign heralded as Meat & Livestock Australia’s most successful content led campaign ever.