Directed by Finch’s Christopher Riggert.
Lilydale is reminding Australians that when taste and quality matter, you simply can’t go past Lilydale Free Range in a campaign via Clemenger BBDO.
Baiada chief marketing officer Yash Gandhi said the campaign was created to make Lilydale the obvious choice at the shelf.
“Our farmer’s journey is a charming expression of the dedication behind Lilydale, but it is also built around a very real commercial moment: when Australians are standing at the supermarket fridge. We want that choice to feel easy,” said Gandhi.
“And when taste and quality matter, nothing but Lilydale will do.”
The campaign marks the first major integrated brand campaign for Lilydale under Baiada’s new partnership with Omnicom Oceania, delivered by Clemenger BBDO with media by Hearts & Science.
The film is directed by Finch’s Christopher Riggert.
Clemenger BBDO creative officer Matt Chandler said the work is grounded in a simple and powerful Lilydale truth.
“The strongest brands make the buying decision feel simple. For Lilydale, we had a powerful truth to work with: better care leads to better chicken,” said Chandler.
“The film turns that truth into a memorable story of a farmer’s dedication, taking Lilydale from the farm all the way to the supermarket fridge.
“It is charming, distinctive and deliberately single-minded: when it comes to quality chicken, nothing but Lilydale will do.”
The campaign will run across film, digital, social, out-of-home and shopper media.
The Baiada partnership scope includes shopper, commerce, CX, data, social, earned, production, martech and measurement capabilities from Omnicom Oceania.
“We unified media, creativity, and shopper intelligence around a single growth objective – ensuring Lilydale shows up in the moments that matter, stays mentally available beyond the shelf, and, through rigorous measurement, delivers short and long-term brand growth,” said Hearts & Science managing director, Liz Wigmore.
Credits:
Client: Lilydale, Baiada
Creative Agency: Clemenger BBDO
Media: Hearts & Science
Director: Christopher Riggert
Production Company: Finch
Post-Production: ARC / Sydney
Music & Sound Design: Studio Tonic
