Australian poultry brand Lillydale has launched a new brand platform in partnership with M&C Saatchi.
Lilydale have been perfecting free range farming since 2002, but in recent years, the cultural
trend towards more responsible food has given rise to a plethora of competitors. This called
for a distinctive new brand platform that would reassert Lilydale’s credentials as the top
choice for discerning cooks, and Australia’s favourite free-range chicken.
The answer is ‘Dedication you can taste’, a positioning that playfully heroes the integrity of
Lilydale’s farming practices, and the unmatched quality that is a result. It will be revealed
with an integrated campaign launching this Sunday, 19 July, with the airing of a 30” TVC shot
by FINCH director Christopher Riggert. Set to Andrew Gold’s ‘Thank You For Being a Friend’, the film puts the spotlight on the great lengths that Lilydale farmers go to when raising their beloved chickens, illustrating how this commitment makes all the difference.
Cam Blackley, M&C Saatchi’s chief creative officer said: ‘To get cut-through in this space we
had to be cheeky and disruptive, and Chris Riggert understood straight away the kind of
tone we wanted to achieve. Kudos to Lilydale for embracing the concept in the first place’.
In collaboration with HYLAND Media and digital agency Hardhat, the campaign will also
feature an extended 45” edit alongside a range of 15” cut-downs and key visuals, brought to
life across TV, OOH, press, digital, social media, PR and influencers.
Year-long partnerships with Channel Seven, SBS and News Corp have been secured by
HYLAND to support and establish the new brand positioning. This includes sponsorships of
Farmer Wants A Wife and new competitive cooking show Plate of Origin, as well as SBS
Food.
Yash Gandhi, head of marketing at Baiada said: “This repositioning signals an exciting new chapter for the Lilydale brand. It celebrates what sets us apart, which is the generations of
farmers that go above and beyond every day, since we pioneered the free-range market
nearly 20 years ago. The honesty of the film will take people by surprise, and that’s exactly
what makes it memorable.”
In tandem with the launch, Lilydale has introduced a refreshed branding that can be seen on their newly redesigned packaging, already on shelves. From the Y in Lilydale now shaped to resemble a blade of grass to the sweeping landscape pictured on each pack, Lilydale’s new look further reinforces what the brand is
known for: premium, free range freshness. It all comes together to give shoppers more
reasons to believe that Lilydale is worth it.
Credits
Client: Lilydale (Baiada)
Yash Gandhi – Head of Marketing
Shawn Stevens – Snr. Brand Manager
Saba Khan – Brand Manager
Rhiannon Purrer – Asst. Brand Manager
M&C Saatchi
Cam Blackley – Chief Creative Officer
Sharon Edmondston – Creative Director
Shane Gibson – Creative Director
Leandro Pereira – Copywriter
Chris Brailey – Copywriter
Jardin Anderson – Art Director
Catherine Mellon – Group Strategy Director
Vanessa Boueyres – Group Head
Laura Jones – Senior Account Director
Sarah Dillon – Account Manager
Brianna Morton – Account Executive
Senior TV Producer – Sarah Cowen
Integrated Producer – Angela Byrnes
Production Company: FINCH
Director – Christopher Riggert
Producer – Claire Thompson
Executive Producer – Loren Bradley
Cinematographer – Sam Chiplin
Casting
Stevie Ray at McGregor Casting
Editor
Drew Thompson at Arc
Colourist
Ben Eagleton
Post Online
Resolution Design
Sound Design
Song Zu
Stills Photography: Pool Collective
Photographer – Sean Izzard
Producer – Bridget Curtis
Media Agency: HYLAND
Founder and Principal: Virginia Hyland
Group Business Director: Christina Qazi
Head of Digital: Jamie Taylor
Head of Social, Content: Maria Casas
Creative and Content Manager: Emma Aynsley
Comms Executive: Ben Laraghy
Comms Executive: Shadiya Ogul
Comms Assistant: Isobel Beith
Digital Agency: Hardhat
Executive Creative Director – Glenn Dalton
Associate Creative Director – Andy Segal
Associate Creative Director – Chris Hince
Account Director – Gabi Raison
Account Manager – Virginia Krantz
PR Agency: Eleven
Managing Director – Roberto Pace
