Nick "Honey Badger" Cummins has dedicated his quick-witted charm to convincing Aussies they are "better on beef".
The cheeky rugby union winger is the star of Meat and Livestock Australia's (MLA) latest beef promotion, and he's on a mission to encourage consumers to put the right fuel in their tank.
“It’s no secret I’m a fan of a bit of meat, and sometimes you can’t beat a beef casserole or juicy steak to refuel the get-a-way sticks," he said.
The Honey Badger may rule out on the field, and at dishing out one-liners, but there’s one thing he wanted to improve – his bush survival skills.
So fuelled up on beef, the new clip shows him put through his paces by an expert survivalist.
MLA's "You're Better on Beef" campaign was inspired by research showing physical health and wellbeing was the number one thing Australians wanted to improve about themselves.
And despite admitting he's as "handy as an ashtray on a motorbike" when it comes survival skills, the Honey Badger is just the bloke for the job when it comes to endorsing you-beaut Aussie beef.