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