Finally an honest ad about chicken

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To launch Lilydale's new platform 'Dedication you can taste,' we showcased the dedication of Lilydale farmers. Set to Andrew Gold’s ‘Thank you for being a friend,’ the film adds a layer of dark comedy.

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The film features a farmer reading about chicken workouts, playing music, and sheltering them from rain, then preparing a meal and shrugging to the camera as the narrator says, ‘It’s not easy, but it sure is worth it.’

 

To stand out, we aimed for a cheeky, disruptive tone, perfectly captured by director Chris Riggert. Yash Gandhi, head of marketing at Baiada, noted, “This repositioning celebrates the dedication of our farmers and will surprise viewers with its honesty.”

In collaboration with Media agency Hyland and social agency Hardhat, we covered TV, OOH, press, digital, social media, PR, and influencer marketing.