Lilydale turns farmer dedication into supermarket shelf push

Lilydale is turning farm care into a supermarket shelf-choice moment in a new integrated campaign created by Clemenger BBDO.

The “Nothing but Lilydale will do” campaign is the first major integrated brand campaign for Lilydale under Baiada’s new partnership with Omnicom Oceania.

Created by Clemenger BBDO, with media by Hearts & Science, the campaign is built around Lilydale’s long-held positioning that chickens raised better taste better.

The hero film, directed by Finch’s Christopher Riggert, opens on a familiar supermarket moment as shoppers stand at the fridge deciding which chicken to buy.

Back on the farm, a Lilydale farmer senses the hesitation and sets off on a mission, driving his tractor from the farm, across the country and into the supermarket aisle.

The campaign aims to connect Lilydale’s farming care and quality credentials with the moment shoppers make their purchase decision.

Yash Gandhi, chief marketing officer at Baiada, said the campaign was designed to make Lilydale the obvious choice at the shelf.

“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,” Gandhi said.

“We want that choice to feel easy. And when taste and quality matter, nothing but Lilydale will do.”

Matt Chandler, creative officer at Clemenger BBDO, said the campaign was grounded in a simple Lilydale truth.

“The strongest brands make the buying decision feel simple. For Lilydale, we had a powerful truth to work with: better care leads to better chicken,” Chandler said.

“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.”

Liz Wigmore, managing director at Hearts & Science, said the campaign brought media, creativity and shopper intelligence around a single growth objective.

“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,” Wigmore said.

The campaign will run across film, digital, social, out-of-home and shopper media, with activity designed to build brand salience before the shop, reinforce Lilydale’s quality credentials in-store and support conversion at the point of purchase.

Earlier this year, Omnicom Oceania was appointed Baiada’s end-to-end agency partner following a competitive pitch. Clemenger BBDO and Hearts & Science work across Baiada’s portfolio, including Lilydale Free Range and Steggles.

The partnership covers shopper, commerce, CX, data, social, earned, production, martech and measurement capabilities across Omnicom Oceania.