Lilydale urges Australians to ‘live the free range’ in nature-inspired campaign

Free-range chicken company Lilydale has encouraged Australians to ‘live the free-range’ lifestyle by getting outdoors and living a balanced life.

Created by M&C Saatchi, the 45-second brand campaign shows people swimming, hiking, running, sitting around a campfire and having a water fight – and a quick glimpse of a chicken roasting over a fire.

“Find out what we have always known, that the great outdoors is really really great,” the ad concludes.

Research conducted by McCrindle Research found on average Australians spend 91% of their weeks indoors.

Responding to the findings, Lilydale wanted to encourage Australians to ‘live the free-range’ life and get outdoors more.

Yash Gandhi, head of marketing at Lilydale, said in a statement: “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.”

Shane Gibson, M&C Saatchi creative director, said: “This campaign reflects that idea driving and encouraging broader participation in that choice. As the pre-eminent free-range chicken brand in Australia, it seems like a natural space for Lilydale to be leading.”


  • Lilydale:
  • Head of Marketing: Yash Gandhi
  • Senior Brand Manager: Anna Wesser
  • Brand Manager: Anna Tu
  • M&C Saatchi:
  • Executive Creative Director: Michael Canning
  • Creative Director: Andy Flemming
  • Creative Director: Shane Gibson
  • Senior Art Director: Neil Walshe
  • Senior Copywriter: Michael Harris
  • Strategy Director: Nicky Bryson
  • Head of TV: Rod James
  • Assistant Broadcast Producer: Olivia Reddy
  • Head of Production: Trent Henderson
  • Print Producer: Vanessa Fernandez
  • Lead Finished Artist: Salvatore Liseo
  • Group Head: Nick Russo
  • Group Account Director: Jonathon Rhydderch
  • Account Manager: Jennifer Edwards
  • Head of Experiential: Erika Morton
  • Hidden Characters:
  • Annalise Brown: Managing Director
  • Account Director: Sophie Callaghan
  • Communications Manager: Naomi Rheinberger
  • Collider Productions:
  • Matthew Thorne: Director
  • Executive Producer: Rachel Ford-Davies
  • Producer: Olivia Hantken
  • Editor: Rolando Olalia
  • Photographer: Matt Baker
  • Artist Management & Production: Louis Molines
  • SONG ZU:
  • Creative director: Ramesh Sathiah
  • Composer: Nathan Cavaleri
  • Rumble studios:
  • Sound Engineer: Tone Aston
  • ALT VFX:
  • VFX Supervisor/Flame Artist: Dave Edward
  • Post Producer Supervisor: Adrianna Spanos
  • Colourist: Marcus Timpson

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