Lilydale launches ‘Dedication you can taste’ platform in cheeky campaign from M&C Saatchi
Free-range chicken brand, Lilydale, has launched a new brand platform, ‘Dedication you can taste’, with a campaign depicting the extra mile Lilydale farmers go to in raising their chickens.
The campaign film is set to Andrew Gold’s ‘Thank you for being a friend’, which was also the theme song of The Golden Girls.
The film shows a farmer reading books about chicken workouts, playing music, and sheltering them from the rain. It then cuts to him preparing a meal in his kitchen, and shrugging to the camera as the narrator says ‘It’s not easy, but it sure is worth it’.
What a massive step forward from where Lilydale was… Kudos to all and sundry (client included).
Nice stuff Cam and crew.
To show live chickens in a spot about chickens you eat is indeed very brave. Commendable work, brave client and nice piece of advertising, packaged in memorable and ownable platform.
Serious chuckle. Well done folks.
I find this ad really creepy as do many who have seen it on Facebook. You might have a PR problem on your hands.
Is this why you’ve turned off comments on the YouTube video?
Sales would have to be down now there are so many plant based options available….
RSPCA approved gives me a reason to buy,this doesn’t.
Nice job, made me laugh. Hope it works its arse off for Lilydale.
There is nothing ‘cheeky’ or ‘honest’ about this ad, in fact it’s the opposite. The pretence of the farmer caring for chickens then cooking and eating them is offensive and deceptive. Shame on all of those involved in this amoral marketing.
I agree. I’ve always been a big chicken eater but this ad makes me want to turn vegan. I actually change channels when it comes on. I’m not a total wuss – I grew up on a beef farm and I know what goes on – believe me I bawled my eyes out many times when the orphaned calf I hand-raised eventually went off to market – but the whole advertising premise about this guy really caring for his chooks then shrugging callously as he cooks them just leaves me cold.
Lilydale chicken is a great product, but this ad makes me distinctly uneasy and wishing I was vegan. I find the concept of treating chickens as part of your “family” reading to them, playing a piano to them, holding an umbrella over them in the pouring rain, etc then casually cooking them in a kitchen and simply shrugging it off as inconsequential both callous and creepy. I partially grew up on relatives farms and a huge cattle property where raising food animals and butchering them humanely was the norm. I’m no stranger to life & death. However I see nothing “cheeky” or faintly amusing in this ad. I am now switching it off as it offends me.