ON July 17, Australia’s favourite free range chicken producer Lilydale launched a national integrated marketing campaign to complement a new logo, packaging and premium range products. The campaign theme, Dedication You Can Taste, is underpinned by the brand’s promise, which gives consumers confidence that its free range chickens are raised with care on Lilydale farms by Lilydale farmers without antibiotics, added hormones or growth promotants.
Lilydale head of marketing Yash Gandhi said the new campaign and product redesign reinforces dedication to quality from its farms to the tables of Australia’s discerning cooks. “We’re proud of our new brand platform and the new premium look of our packaging that reinforces Lilydale farmers’ almost 20 years of dedication to perfecting free range practices based on one simple belief – chicken that’s raised better, tastes better,” Mr Gandhi said.
Premium new product range
As part of the new brand campaign, Lilydale also featured new free range products available at Coles. The new range includes Karaage Breast Bites – free range chicken coated in a Japanese-style crunchy soy, ginger and garlic coating, containing no artificial colours or flavours, no added preservatives and a four Health Star Rating. In addition, Lilydale also features a new Diced Breast Fillet, Sea Salt and Cracked Pepper Dippers, and Ciabatta and Herb Crumbed Bites, which can all be found in the freezer at Coles.
Product redesign for premium look and feel
Lilydale has redesigned the brand’s look and feel through the launch of a new logo and premium packaging. The designs are inspired by Lilydale’s farms and feature a new ‘Y’ in the Lilydale wordmark – a distinctive symbol that represents a blade of grass, complemented by the sweeping green landscape pictured on pack. “It’s a whole new look and feel that reinforces what we’re known for – premium, free range freshness,” Mr Gandhi said. The new look and feel will also extend to a new landing page on lilydalefreerange.com.au
National TV and integrated campaign
The launch of the new Lilydale brand platform, Dedication You Can Taste, will be communicated across various national reaching channels, including large out of home billboards, digital, PR, influencers and social media, as well as TV. It launched on Sunday July 19 and will run over the course of the year. The film is playfully inspired by the great lengths Lilydale farmers go to in order to raise their beloved chickens at an incredibly high standard. Each short-form cutdown of the 45 second film features the original soundtrack Thank You for Being a Friend written by Andrew Gold.
“We are immensely proud to continue providing Australians with their favourite free range chicken in new and exciting ways. It’s a testimony to the dedication of our farmers and the discerning tastes of our customers,” Mr Gandhi said.