BRAND

Lilydale

Differentiating a brand leader in a commoditised category.

For nearly 20 years, passionate Lilydale farmers have been perfecting free range practice based on one simple belief: Chicken that’s raised better tastes better.

Their commitment to quality and to the welfare of the chickens is what sets Lilydale apart.

The farmers work hard to raise Australia’s favourite free range chicken and that kind of devotion makes all the difference. From the farm to plate.

This insight led to the new brand platform for Lilydale: Dedication you can taste.

A category breaking and defining positioning that establishes Lilydale as the premium brand in the category and as Australia’s most preferred free range poultry brand.

The campaign roll out

BRAND IDENTITY

In tandem with the launch of 'Dedication you can taste', we introduced a refreshed brand identity on our newly redesigned packaging. To create distinctiveness for the brand, the 'Y' in Lilydale was shaped to resemble a blade of grass set on the backdrop of a sweeping landscape pictured on pack. Lilydale’s new look further reinforced what the brand is known for: premium, free range freshness.