Brutal honesty about caring for chickens

2x Silvers – Effie Awards
1x Bronze – AWARD Awards

Since 2002, passionate Lilydale farmers have been perfecting free range practices based on one simple belief: chicken that’s raised better tastes better. 

But in recent years, the cultural trend towards more responsible food has given rise to a plethora of competitors. This called for a distinctive new brand platform that would reassert Lilydale’s credentials as the top choice for discerning cooks. 

What sets Lilydale apart is their commitment to quality and to the welfare of their birds. I distilled that into ‘Dedication you can taste’, a line that lets us playfully highlight the unwavering integrity of Lilydale’s farming, and the unmatched quality that is a result. 

This positioning was launched with an integrated marketing campaign that put the spotlight on the great lengths Lilydale farmers go to when raising their beloved birds at the highest standards. Spearheaded by a rug-pulling TVC set to Andrew Gold’s hit ‘Thank You For Being a Friend’, the campaign was extended across OOH, digital and social media. It also showcased a new logo and packaging that reinforce what Lilydale is known for: premium, free range freshness. Everything came together to give shoppers more reasons to believe that Lilydale is worth it.