M&C Saatchi has released its first campaign for Baiada Poultry’s free-range chicken brand, Lilydale.
The campaign comes less than four months after the agency won full creative duties on Lilydale, revealed exclusively by B&T last October.
The TVC hits screens tonight during ‘My Kitchen Rules’ and celebrates Lilydale free-range farming with scenes of Lilydale chickens set to a remake of the 1946 swing hit “Ain’t nobody here but us chickens”.
The spot will be followed by magazine ads, support at point of purchase, targeted media partnerships driving to website activity and an ongoing social media conversation.
M&C Saatchi regional creative director Asia Pacific Tom McFarlane said: “The campaign gives the much-loved Lilydale brand even more of a ‘feel good’ factor.”
The appointment to Lilydale extends M&C Saatchi’s remit with Baiada Poultry beyond the Steggles account, which it has held since 2010.