Australian free range chicken brand Lilydale today launched a national integrated marketing campaign along with a new logo, new packaging and new products.
The campaign theme “Dedication You Can Taste” is underpinned by the brand's “Lilydale Promise”, which, according to the company, “gives consumers the confidence that all free-range chickens on Lilydale farms are carefully raised by Lilydale farmers without antibiotics and without additional hormones become or growth promoters. "
Marketing director Yash Gandhi said the new campaign and product redesign reinforces the commitment to quality from his farms to the tables of discerning Australian chefs.
"We are proud of our new brand platform and the new premium look of our packaging, which reinforces Lilydale farmers' nearly 20-year commitment to perfecting outdoor practices based on a simple belief," said Gandhi. tastes better."
Premium new product range
As part of the new brand campaign, Lilydale also introduced new free-range products that are available from Coles.
The products include free-range chicken karaage breast bites, which are coated with a crispy soy, ginger and garlic coating in the Japanese style and contain no artificial colors or flavors, no additional preservatives and a rating of four health stars.
Lilydale also offers a new breast fillet in cubes. Sea salt & paprika ladle; and Ciabatta and Herb Crumbed Bites, all of which can be found in the Coles freezer.
Product redesign for a first-class appearance
LIlydale has redesigned the brand's appearance by introducing a new logo and premium packaging.
The designs are inspired by Lilydale's farms and include a new "Y" in the Lilydale word mark – a striking symbol representing a blade of grass, complemented by the expansive green landscape on the pack.
"It's a completely new look that reinforces what we are known for – premium free-range freshness," said Gandhi.
The new appearance will also extend to a new landing page on lilydalefreerange.com.au.
National television and integrated campaign
The launch of the new Lilydale brand platform “Dedication You Can Taste” will be communicated via various national channels, including large billboards, digital, PR, influencer and social media billboards as well as TV. It starts on Sunday and will run throughout the year.
The film is playfully inspired by "the great effort Lilydale farmers put in to raise their beloved chickens to an incredibly high standard," the company said.
Every short film in the 45-second film contains the original soundtrack "Thank You For Being A Friend" by Andrew Gold.
“We are very proud to continue to offer Australians their favorite free-range chicken in a new and exciting way. This is a testament to the commitment of our farmers and the sophisticated taste of our customers, ”said Gandhi.
