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’.

M&C Saatchi’s chief creative officer, Cam Blackley, gave kudos to Lilydale for taking on the ‘cheeky’ campaign.

“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,” he said.

Yash Gandhi, head of marketing at Baiada said: “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.”

Media agency Hyland has secured year-long partnerships with Seven, SBS and News Corp Australia to establish the new positioning. Lilydale has sponsored Seven’s Farmer Wants a Wife, launching on July 26, and its new cooking show Plate of Origin. The brand has also sponsored SBS Food.

Hyland and Hardhat, covering digital, have facilitated the campaign’s run across TV, OOH, press, digital, social media, PR and influencer marketing.

The OOH execution

In addition to the launch of the new brand platform, Lilydale has also altered its logo, changing the ‘Y’ to resemble a blade of grass. The logo and a new design for its packaging is rolling out across supermarkets.


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
Sharon Edmondston – Creative Director
Shane Gibson – 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

Drew Thompson at Arc

Ben Eagleton

Post Online
Resolution Design

Sound Design
Song Zu

Stills Photography: Pool Collective
Photographer – Sean Izzard
Producer – Bridget Curtis

Casting: McGregor Casting
Casting Director – Stevie Ray

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


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