Lilydale Asks Aussies to Live Free Range in Latest National Campaign

04/09/2017

M&C Saatchi Sydney

Advertising Agency

Sydney, Australia

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04/09/2017

Campaign created by M&C Saatchi, Sydney

Lilydale has launched a national campaign encouraging Australians to 'live the free range' by asking them to get outside and rediscover a simpler, more balanced way of living via M&C Saatchi.

With the increasing demands on modern life, we have moved away from what we know to be instinctively good for us. Impacts on work life balance, technology and increasing pressure to do more with less, have seen the average Australian retreat indoors, distracting them from what really matters most, their health.

Research shows we're happier and healthier when we're outdoors.

Supporting this insight is new research conducted by McCrindle Research with over 1000 Australians nationally, indicates that working Australians spend 91 per cent of their week indoors, a truth that drastically impacts our wellbeing.

In response, Lilydale, Australian owned and grown premium free-range chicken brand, is championing a more balanced view encouraging all Australians to 'live free-range'.

Activity driving this effort is broad, starting with a rousing film manifesto that reminds us of the benefits of living free-range, while encouraging us to rediscover what's really great.

Supporting this spearhead are a team of specially selected advocates, each offering their experience and advice on what it is to live free-range, from getting outside to living in a more mindful and balanced way.

Throughout the campaign Lilydale will also be offering customers a chance to truly enjoy the outdoors through unique experiences

Says Yash Gandhi, head of marketing, Lilydale: "Lilydale Free Range has always been for the outdoors and has understood the benefits it brings. Joining the free-range is more than a campaign line or a product choice, it's a state of mind. Activating and encouraging that philosophy in a meaningful way has the potential to drive positive and lasting difference to the physical and mental wellbeing of all Australians."

Says Shane Gibson, creative director, M&C Saatchi: "The benefits of living free range are diverse and stretch well beyond the ethical wins. This campaign reflects that idea driving and encouraging broader participation in that choice. As the preeminent free range chicken brand in Australia, it seems like a natural space for Lilydale to be leading."

The campaign launches September 3 and will remain ongoing.

Lilydale:

Head of Marketing: Yash Gandhi

Senior Brand Manager: Anna Wesser

Brand Manager: Anna Tu

Agency: M&C Saatchi, Sydney

Executive Creative Director: Michael Canning

Creative Director: Andy Flemming

Creative Director: Shane Gibson

Senior Art Director: Neil Walshe

Senior Copywriter: Michael Harris

Strategy Director: Nicky Bryson