BCF bag 'The Honey Badger' for new multi-year content deal

Josh McDonnell
By Josh McDonnell | 19 September 2019
 

Boating Camping Fishing (BCF) has secured a multi-year content partnership with former Australian Wallaby, TV personality and Bachelor, Nick 'The Honey Badger' Cummins.

The deal will see Cummins star in a new short-form online unscripted content series produced by BCF. The series will premiere across BCF’s YouTube, Facebook and website from October.

The series will follow Cummins as he explores Western Australia’s Kimberley region alongside long-time best friend, Blair Frendin, and local indigenous guide, Alfie Wapau.

“Nick has been a great mate of BCF for many years now. His love for the outdoors and genuine Aussie persona makes him a great fit for our audience and brand," BCF general manager marketing Ben McConnell says.

"We couldn’t be more excited for this new series and look forward to showcasing the beauty of Australia mixed in with the antics of the Honey Badger, Blair and Alfie”.

Cummins’ existing partner, Volkswagen Amarok, will also feature throughout the production. The TV personality signed with the automotive brand in March last year.

This is the second documentary series to feature Cummins, following the debut of 'Meanwhile in Australia', which premiered last year on National Geographic.

The most recent deal with BCF was procured by Cummins’ manager and CEO of Lampoon Group, Josh White.

“Nick has always had a strong passion for boating, camping and fishing. There is a tremendous synergy between Nick’s positioning and BCF and we are really pleased to have been able to bring this authentic partnership to life," White says.

The announcement follows the launch of Cummins' Rogue Gentlemen’s Club (RGC), an idea born from the desire to help empower men to find their "passion and purpose" through off-the-grid outdoor adventures.

Cummins rapidly rose to fame last year after appearing on Ten's reality dating program The Bachelor, where he secured the series its best debut figures to date.

Last week, BCF revealed its latest work from creative agency The Monkeys, which continued with the brand's 'BCFing' proposition, evolving on the familiar jingle associated with the company.

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