93% of Australians believe that all food should state where it was sourced. 71% are interested in finding out more about the farms their meat was produced and cultivated.
Lilydale Free Range Chicken is giving Australians the opportunity to trace each pack of chicken back to its farm with a unique farm code on all of its packaging. The farmers featured on the packs are real Lilydale farmers dedicated to the welfare of the chicken. People can also use the code to browse Lilydale farms to get a clear understanding of the quality of the food they’re consuming.
This is one of the actions taken from its Food Traceability report, which shows that animal welfare and food safety are at the top of the list of things people want to know about where their food comes from.
The communications campaign by M&C Saatchi and Hidden Characters is spreading the word.
M&C Saatchi creative director, Shane Gibson, explained, “Lilydale has led the category since inception pushing and often exceeding industry standards.
“Given its history, it makes absolute sense that Lilydale lead with a response about provenance in a time when consumers are hungry for more information.
“Traceability is a confident display of the brand’s commitment to its product, which is sure to sit well with an increasingly involved customer.”
Lilydale marketing manager, Anna Wesser, added, “We’re proud of our home-grown produce so we wanted to give our customers the opportunity to trace their chicken right back to the very farm it was grown on to learn more about the farmer and origin.”
The campaign is supported by two 15 second TV spots featuring Lilydale farmers, a 15 second radio spot, out-of-home Shopalites, pre-rolls, on pack stickers and website.
Credits:
Creative agency: M&C Saatchi Sydney
Regional creative director: Tom McFarlane
Chief creative officer: Andy DiLallo
Creative director: Shane Gibson
Senior copywriter: Ben Stainlay
Senior art director: Brian Jefferson
Head of moving image: Rod James
Strategic planner: Kate Smither
Group account director: Charles Skelton
Account manager: Jennifer Edwards
PR agency: Hidden Characters
Managing director: Annalise Brown
Group account director: Kirilly Mallard
Account director: Sophie Callaghan
Account manager: Karri Graf
Client: Lilydale
Head of marketing: Yash Gandhi
Senior brand manager: Anna Wesser
Brand manager: Vicky Palavecino
