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.
Credits
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
Editor
Drew Thompson at Arc
Colourist
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
What a massive step forward from where Lilydale was… Kudos to all and sundry (client included).
Nice stuff Cam and crew.
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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.
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Serious chuckle. Well done folks.
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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?
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RSPCA approved gives me a reason to buy,this doesn’t.
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Nice job, made me laugh. Hope it works its arse off for Lilydale.
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Sales would have to be down now there are so many plant based options available….
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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.
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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.
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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.
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