Lilydale, the iconic Australian poultry brand, will be launching a new brand platform this weekend, in partnership with M&C Saatchi. Lilydale have been perfecting free range … read morefarming since 2002, 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, and Australia's favourite free-range chicken. The answer is 'Dedication you can taste', a positioning that playfully heroes the integrity of Lilydale's farming practices, and the unmatched quality that is a result. It will be revealed with an integrated campaign launching this Sunday, 19 July, with the airing of a 30” TVC shot by FINCH director Christopher Riggert. Set to Andrew Gold’s ‘Thank You For Being a Friend’, the film puts the spotlight on the great lengths that Lilydale farmers go to when raising their beloved chickens, illustrating how this commitment makes all the difference.
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