Lilydale turns farmer’s dedication into powerful shopper choice moment in new brand campaign via Omnicom Oceania and Clemenger BBDO
Lilydale this week launches a new brand campaign, “Nothing but Lilydale will do”, created by Clemenger BBDO, reminding Australians that when taste and quality matter, you simply can’t go past Lilydale Free Range.
The campaign marks the first major integrated brand campaign for Lilydale under Baiada’s new partnership with Omnicom Oceania, delivered by Clemenger BBDO with media by Hearts & Science.
At the heart of the campaign is a beautifully crafted hero film that brings Lilydale’s farming care and quality commitment to life through the story of one dedicated farmer who goes to extraordinary lengths to make sure shoppers choose the right chicken where it matters most – at the supermarket shelf.
The film, directed by Finch’s Christopher Riggert, opens on a familiar moment for Australian households: standing at the supermarket fridge, deciding which chicken to buy. Back on the farm, a Lilydale farmer senses the quandary and sets off on a mission, driving his tractor from the farm, across the country and dramatically all the way into the supermarket aisle.
His message is clear: when it comes to quality, great-tasting, free range chicken, nothing but Lilydale will do.
The new platform is built on Lilydale’s long-held belief that chickens that are raised better, taste better. The campaign has been designed to connect brand storytelling with the real moment of purchase. By taking the care of the farm directly to the supermarket fridge, Lilydale is aiming to make its quality credentials more memorable, more distinctive and easier for shoppers to act on when doing their regular shop.
Yash Gandhi, Chief Marketing Officer at Baiada, said the campaign was created to make Lilydale the obvious choice at the shelf: “Our farmer’s journey is a charming expression of the dedication behind Lilydale, but it is also built around a very real commercial moment: when Australians are standing at the supermarket fridge. We want that choice to feel easy. And when taste and quality matter, nothing but Lilydale will do.”
Matt Chandler, Creative Officer at Clemenger BBDO, said the work is grounded in a simple and powerful Lilydale truth: “The strongest brands make the buying decision feel simple. For Lilydale, we had a powerful truth to work with: better care leads to better chicken. The film turns that truth into a memorable story of a farmer’s dedication, taking Lilydale from the farm all the way to the supermarket fridge. It is charming, distinctive and deliberately single-minded: when it comes to quality chicken, nothing but Lilydale will do.”
Says Liz Wigmore, Managing Director at Hearts & Science: “We unified media, creativity, and shopper intelligence around a single growth objective – ensuring Lilydale shows up in the moments that matter, stays mentally available beyond the shelf, and, through rigorous measurement, delivers short and long-term brand growth.”
The campaign will run across film, digital, social, out-of-home and shopper media, with activity designed to build brand salience before the shop, reinforce Lilydale’s quality credentials in-store and support conversion at the moment shoppers choose what goes into their basket.
Earlier this year, Omnicom Oceania was appointed as Baiada’s end-to-end agency partner following a competitive pitch. Clemenger BBDO and Hearts & Science are responsible for Baiada’s portfolio, including Lilydale Free Range and Steggles.
The Baiada partnership scope includes shopper, commerce, CX, data, social, earned, production, martech and measurement capabilities from Omnicom Oceania.
Client: Lilydale, Baiada
Creative Agency: Clemenger BBDO
Media: Hearts & Science
Director: Christopher Riggert
Production Company: Finch
Post-Production: ARC / Sydney
Music & Sound Design: Studio Tonic
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