Lilydale has launched a new campaign, “Nothing but Lilydale will do,” created by Clemenger BBDO, marking the first major integrated campaign for the brand under Baiada’s new partnership with Omnicom Oceania.
The campaign includes a hero film, directed by Finch’s Christopher Riggert, that follows a farmer who hears a voice but not quite in the Kevin Costner Field of Dreams sort of way.
After hearing someone in a grocery store say the word “chicken” while pondering their options, the farmer jumps on his tractor and heads for the supermarket, letting nothing get in his way, including the tractor’s leisurely pace or obstacles like barn doors, fences or what seems to be a really, really long drive.
“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,” said Yash Gandhi, Chief Marketing Officer at Baiada.
“We want that choice to feel easy. And when taste and quality matter, nothing but Lilydale will do.”
“The strongest brands make the buying decision feel simple,” said Matt Chandler, Creative Officer at Clemenger BBDO.
“For Lilydale, we had a powerful truth to work with: better care leads to better chicken. 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.”
“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 Liz Wigmore, Managing Director at Hearts & Science.
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
