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LILYDALE’S DEDICATION TO TASTE Lilydale’s latest marketing campaign highlights the brand’s commitment to free range chicken and its taste benefits. MEAT & POULTRY Lilydale Free Range Chicken was named after the town where it was first launched, in Victoria’s Yarra Valley. The brand is said to be one of the first to bring ‘higher welfare’, free-range chicken to the shelves of Australian supermarkets. Since those early days, Lilydale says, its farmers have been perfecting free range practices based on the simple belief that ‘chicken raised better tastes better’ The brand says this commitment to quality and to the welfare of their chickens is what sets Lilydale apart, which it is celebrating in its new marketing platform, ‘Dedication you can taste’. “The playful campaign puts the spotlight on the great lengths Lilydale farmers go to in order to raise their beloved chickens at incredibly high standards,” Baiada’s Yash Gandhi said. “The result is more than tangible, it’s irresistible: a quality produce that can elevate any meal.” This positioning is underpinned by the longstanding ‘Lilydale Promise’, which is said to give consumers confidence that all its free-range chickens are looked after by Lilydale farmers on Lilydale farms – “raised without antibiotics and with no added hormones or growth promotants”. The Australian owned brand is accredited by the Free Range Egg and Poultry Association. Redesigned for premium look and feel In tandem with the new campaign, Lilydale has redesigned the brand’s look and feel through the launch of a new logo and packaging. The designs are inspired by Lilydale’s farms, featuring a new ‘Y’ in the Lilydale wordmark – “a distinctive symbol that represents a blade of grass” – complemented by the “sweeping green landscape” pictured on each pack. “We’re proud of our new brand platform and the new premium look of our packaging,” Mr Gandhi said. “It’s a whole new direction for the brand that reinforces what we’re known for: premium, free range freshness.” SEP, 2020 RETAIL WORLD 31