Clemenger BBDO’s first work for Lilydale includes all the farm qualities Aussies are used to from the brand, but with the added appeal of hyperbole and humour. Nothing but Lilydale will do features an ultra-dedicated farmer who drives his tractor like a wrecking ball, across farmlands and all the way to the city, to remind a supermarket shopper that you can’t go past Lilydale Free Range.

The new Lilydale campaign falls under Baiada’s new partnership with Omnicom Oceania, delivered by Clemenger BBDO with media by Hearts & Science. It was directed by Finch’s Christopher Riggert.

The new platform is built on Lilydale’s long-held belief that chickens that are raised better, taste better. The campaign has been designed to connect brand storytelling with the real moment of purchase. By taking the care of the farm directly to the supermarket fridge, Lilydale is aiming to make its quality credentials more memorable, more distinctive and easier for shoppers to act on when doing their regular shop.

Yash Gandhi, chief marketing officer at Baiada, stated, “Our farmer’s journey is a charming expression of the dedication behind Lilydale, but it is also built around a very real commercial moment: when Australians are standing at the supermarket fridge. We want that choice to feel easy. And when taste and quality matter, nothing but Lilydale will do.”

Matt Chandler, creative officer at Clemenger BBDO, added, “The strongest brands make the buying decision feel simple. For Lilydale, we had a powerful truth to work with: better care leads to better chicken. The film turns that truth into a memorable story of a farmer’s dedication, taking Lilydale from the farm all the way to the supermarket fridge. It is charming, distinctive and deliberately single-minded: when it comes to quality chicken, nothing but Lilydale will do.”

Liz Wigmore, managing director at Hearts & Science, commented, “We unified media, creativity, and shopper intelligence around a single growth objective – ensuring Lilydale shows up in the moments that matter, stays mentally available beyond the shelf, and, through rigorous measurement, delivers short and long-term brand growth.”

The campaign will run across film, digital, social, out-of-home and shopper media.

Earlier this year, Omnicom Oceania was appointed as Baiada’s end-to-end agency partner following a competitive pitch. Clemenger BBDO and Hearts & Science are responsible for Baiada’s portfolio, including Lilydale Free Range and Steggles. The Baiada partnership scope includes shopper, commerce, CX, data, social, earned, production, martech and measurement capabilities from Omnicom Oceania.

Credits:
Client: Lilydale, Baiada 

Creative Agency: Clemenger BBDO
Media: Hearts & Science
Director: Christopher Riggert
Production Company: Finch
Post-Production: ARC / Sydney
Music & Sound Design: Studio Tonic