Lilydale celebrates its farmers’ dedication in playful brand relaunch via M&C Saatchi Sydney
Australian poultry brand Lilydale has launched a new brand platform, ‘Dedication you can taste’, via M&C Saatchi Sydney, that playfully heroes the integrity of Lilydale’s farming practices.
Lilydale has 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. The 30″ TVC was 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.
Says Cam Blackley, chief creative officer, M&C Saatchi’s: “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.
Says Yash Gandhi, head of marketing at Baiada: “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 have 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.
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
Shane Gibson – Creative Director
Sharon Edmondston – 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
Editing Company – ARC EDIT
Editor – Drew Thompson
Colourist – Ben Eagleton
Post Online – Resolution Design
Sound Design – Song Zu
Stills Photography: The Pool Collective
Photographer – Sean Izzard
Producer – Bridget Curtis
Casting – Stevie Ray CGA
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
57 Comments
i saw this on tv last night, got my attention and i had a little chuckle. it’s a rare thing!
but i reckon in our hyper-sensitive times, there’s gonna be a few vego/animal folks expressing their opinions on lilydale’s socials – i hope their marketing team knows to not take them too seriously, and keeps approving the good stuff.
Wtf… a genuinely BRAVE TV AD. FOR CHICKEN. Didn’t see that coming. Yeah for sure gonna ark the vegos up. But they aint your target audience are they?
Big move, literally pointing out the public’s cognitive dissonance. Wild you got that through. It may be an ad for chooks but I kind of wish I’d done it!
Brilliant! Nicely done Cam and team.
Not believable. So not persuasive. Yes, yes, I know advertising uses hyperbole…
I like it
The vegan that sold out.
Shouldn’t it be the most believable thing that the farmer actually EATS the chooks he farms because he’s perfected it?
Yeah no sh!t he doesn’t actually read them books or sit at a grand piano in a paddock. But that twist at the end is cleverer then you’re giving it credit for.
That’s not a grand piano.
Hope you’re ready for the pitchforks!!!
Guess it’ll cut through though!
I would have agreed with you if it wasn’t for that slightly terrifying yet honest ending. That kind of flips it IMO…
If it had just ended in chicken la-la-land then yeah, fake news. But the glowing oven at the end makes it.
SO not what it’s really like on those farms, but it’s sweet and heaps better then that wallpaper lifestyle montage shit they were doing a couple of years back. It’s chicken mate.
I’m willing to bet my vegan folded beanie that this never went into testing.
What a crazy strategy. Even the track, thank you for being a friend. It’s like someone at M&C had a bet with someone else at M&C about whether they could sell an idea about farmers being friends with the food they kill then eat. Time to pay up.
I know for fact this was pre tested multiple times
Let’s show creepy old mate killing his children
Unless you tell me why its better, chicken is chicken is chicken. Free range is the norm now so no new news here. Seems like this is trying to be controversial for the sake of it.
Plus, ads showing farmers pampering their stock was first done when advertising was first invented.
“Enwhite-enment”
Looks like he smoked less scoobs on this one.
This isn’t brave, its ridiculous. Pretty much making fun of the life and then death of a chicken. Im not a Vego lefty commy – I just have taste and this is really horrible work. Take it off air.
A brand that acknowledges that we only look after animals so they taste better. That’s tasty. It’s also the truth.
If you’d rather be lied to and think these farms are running a sanctuary and you’re not killing animals because you can’t live without the taste of meat, you’ve got every other ad to like.
The fact that people are even discussing the ‘creepy’ ending where the farmer eats a chicken is evidence of how conservative Australian advertising is and how scared creatives are of the feedback on social media from anyone with a keyboard, an agenda and an IQ of 85.
It’s an ok ad. It’s not original to show dedication but the bit at the end is slightly humorous.
Humans eat chicken, it tastes good. Lilydale’s target is PEOPLE WHO LIKE TO EAT CHICKEN.
The fact that anyone bothers to consider how the vegetarians or animal rights crowd will react is a fucking sad reflection of the state of Australian advertising.
So damn good. This is a good insight and a good ad.
Just saw on tv and found it so tasteless that it led me here.. am no vego but I feel there is no need to celebrate that we only nurture animals to feed on them.. it grossed me out actually and made me feel bad for the chicken.. hope you review it and keep it to the sweet part if you care about not losing customers.. just saying..
This is a big move in the right direction from the last piece of work I saw from M&C Saatchi for Lilydale. Still scarred by the utter ridiculousness of a chicken brand telling people to get outside and be healthy and free, under the line “Join The Free Range”. Peak purpose bullshit that was.
Well done on a big brand turn around.
I miss ads like this. The ones that you had a little chuckle with while watching tv with your parents as a kid… bravo to all 👌🏽
Brilliant. Dark and tasty.
But not this ad.
It’s great. Kudos to Cat and Cam and client, alike.
A massive step forward for Lilydale.
More work like this please. It’s what our industry needs.
Is this blog infested with shit suits, shit planners or shit creatives? Creatives should be celebrating good work.
This is hardly brave, but it’s a step in the right direction.
From promising copywriter to great suit to awesome client. Nice work. Now give a small sub brand to the agency of your first and favourite CD of all time so we can do great work for you too. You know you want to.
It’s brilliant. Well done to the creatives and to an obviously savvy client.
The most fun that has taken place on CB in a long time
Funny ad. If helps people that eat chicken go vego even better.
Despite the opinions of the bland amongst us, we all know deep down the dark meat tastes better.
This ad looks like shit.
Because the amount of astroturfing here could cover a couple of paddocks.
Pro-tip: if you’re going to post multiple comments on your own work, don’t keep making the same sloppy grammatical errors. ‘@Commercial Reality’ and ‘TWB’, it’s “than” not “then”. I see your tell-tale vernacular in a couple of other glowing posts too.
Pluck up the courage to let the work speak for itself.
More like this and less of what the others are serving up. Good fun, bit dark.
Funny, I’m into it. Well done to all.
M&C certainly are stegglers for a chicken ad.
I saw it I smiled I liked it. Lovely.
Fantastic work. Congratulations.
Classic smart funny spot worth taking the time to watch. This is what consumers want from their ads.
Nice one.
funny. well crafted. good fun.
well done m&c, really needed a little chuckle today
Baiada, the owners of Lilydale, were called into question for alleged slave-like conditions for workers and animal welfare abuse. Anyone remember the Four Corners investigation in 2015? https://www.abc.net.au/4corners/slaving-away-promo/6437876
Advertising is always about a bit of smoke and mirrors, of course, but this really is outrageous.
Great work. Can we see him gnawing a drumstick in the 15sec?
Cause there’s enough here from M&C Saatchi staffers for a whole paddock!
I didn’t like this one! All them chickens are lying down???? I’ve seen real free range chicken farms and I can say that they all not lying like this… these free range chickens aren’t actually like this is these paddocks, they are in barns packed in on top of each other (with small access to the outdoors, yet the barns are so packed that the chickens can’t get outside) that’s why they are lying down in this as they have used their real chickens in this ad but they can’t stand up and walk due to being use to a packed barn. Poor advertisement, these chickens look sad. Please research real free range chickens and you can clearly see a difference in behaviour.
This add is tasteless and sooooo inappropriate
Singing about being a friend and then cooking the friend ? It may be realty however try explaining that to the kids !
Tasteless to the extreme
I find this ad disgusting. It is. Is leading and no way to treat a ‘friend’
Wow …They are special bred meat chickens not your normal run of the mill free range chickens.. I think you are being very deceitful and very misleading… You may think your add is tongue in cheek .. but to be honest I find it distasteful.. I for one will not be buying your product ever…. Living on farm I know exactly what a free range chicken looks like and they don’t lay down like that .. That is a lot of chickens that have been in a cramped barn they are of an excessive weight and cant stand properly …… Back to the drawing board for you numpties
This is a disgusting advert.
I eat meat, but the conjunction of the song and then killing his friends at the end had a creepy vibe. Gruen would make mincemeat of this ad. This rather misses the mark for me.
The creators and supporters of this offensive ad should hang their heads in shame! No civilized society eats its ‘friends’. What’s the matter with you people? If you think this is a clever campaign, you need to have a bloody good look in the mirror. I’m voting with my consumer dollar and will never buy Lilydale again.
This is creepy and disgusting. Caring for the chickens, playing “thank you for being a friend” and then roasting them with a smile on his face??
I’m not vegan and I love eating chicken but this ad is in poor taste (I don’t think I need elaborate). It’s sure put me off buying Lilydale chicken.
Who is the actor in the Ad? I know his face?