M&C has already made Lilydale THE free range chicken in Australian’s minds. And its new campaign reminds Australians that free range is healthier by encouraging them to live the same way.

Clever, isn’t it?

The idea taps into the trend for wanting a simpler, less stressful life that rediscovers what Australians know is good for them. A life that counteracts the effects of work life imbalances, technology and increasing pressure to do more with less – all of which have forced the average Australian indoors more and distracted them from what really matters most, their health.

According to the agency, research shows we’re happier and healthier when we’re outdoors and new research conducted by McCrindle Research with over 1000 Australians nationally, indicates that working Australians spend 91% of their week indoors.

Lilydale’s live free range campaign has kicked off with a film manifesto that reminds Australians of the benefits of living free-range, while encouraging them to rediscover what’s really great.

Supporting this is a team of specially selected advocates, who will be offering their experience and advice on what it is to live free-range, from getting outside to living in a more mindful and balanced way.

Throughout the campaign Lilydale will also be offering customers a chance to truly enjoy the outdoors through unique experiences.

Yash Gandhi, head of marketing at Lilydale, commented, “Lilydale Free Range has always been for the outdoors and has understood the benefits it brings. Joining the free-range is more than a campaign line or a product choice, it’s a state of mind. Activating and encouraging that philosophy in a meaningful way has the potential to drive positive and lasting difference to the physical and mental wellbeing of all Australians.”

M&C Saatchi creative director, Shane Gibson, added, “The benefits of living free range are diverse and stretch well beyond the ethical wins. This campaign reflects that idea driving and encouraging broader participation in that choice. As the preeminent free range chicken brand in Australia, it seems like a natural space for Lilydale to be leading.”

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