Lilydale became the brand with chickens running free in 2013 by M&C Saatchi. A bright tune underscored both the TVC and, more subtly, the healthy vigour and contended nature of the animals. There was a touch of humour in the background. Now that has come to the fore and Lilydale’s commitment to raising its chickens free-range and with care is underlined a lot more boldly.

M&C Saatchi has launched a new platform for Lilydale with a new commercial that adds a lot of hyperbole and a little more humour to Lilydale’s promise. Dedication you can taste responds to the cultural trend towards more responsible food and influx of competitors because of this. The brand has been perfecting free-range farming since 2002 but is still seen as a “big” chicken producer. Lilydale and M&C Saatchi decided that a distinctive new brand platform was needed to reassert Lilydale’s credentials as the top choice for discerning cooks, and Australia’s favourite free-range chicken.

The platform is being launched with a 30-second hero film that goes to air this Sunday, July 19. It was shot by Finch director, Christopher Riggert and is set to Andrew Gold’s Thank You For Being a Friend. It couldn’t stand out more with its quirkiness and infusion of fun.

Cam Blackley, M&C Saatchi’s chief creative officer, commented, “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.”

The hero film will also run as an extended 45-second edit and a range of 15-second cutdowns, supported by OOH, press, digital, social media, PR and influencers. Media partner, Hyland, has also secured year-long partnerships with Channel Seven, SBS and News Corp 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, stated, “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 of Dedication you can taste, Lilydale has introduced refreshed branding that can be seen on its newly redesigned packaging.

Credits

Agency: M&C Saatchi 

Chief Creative Officer: Cam Blackley

Creative Directors: Sharon Edmondston & Shane Gibson

Copywriters: Leandro Pereira & Chris Brailey

Art Director: Jardin Anderson

Group Strategy Director: Catherine Mellon

Group Head: Vanessa Boueyres

Senior Account Director: Laura Jones

Account Manager: Sarah Dillon

Account Executive: Brianna Morton

Sarah Cowen: Senior TV Producer

Angela Byrnes: Integrated Producer

Production Company: FINCH                                

Director: Christopher Riggert   

Producer: Claire Thompson

Executive Producer: Loren Bradley

Cinematographer: Sam Chiplin

Casting: Stevie Ray CGA

Editor: Drew Thompson @ ARC Edit

Colourist: Ben Eagleton

Post Online: Resolution Design

Sound Design: Song Zu

Stills Photography: Pool Collective

Photographer: Sean Izzard

Producer: Bridget Curtis

Media Agency: Hyland

Digital Agency: Hardhat

Executive Creative Director: Glenn Dalton

Associate Creative Directors: Andy Segal & Chris Hince

Account Director: Gabi Raison

Account Manager: Virginia Krantz

PR Agency: Eleven

Managing Director: Roberto Pace

Client: Lilydale (Baiada)

Head of Marketing: Yash Gandhi

Senior Brand Manager: Shawn Stevens

Brand Manager: Saba Khan

Assistant Brand Manager: Rhiannon Purrer