Effies
Australia

Case History Database

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2021

Dedication you can taste

Agency

M&C Saatchi

Client

Baiada Poultry (Lilydale)

Awards

Silver

Food, Confectionery & Snacks

Silver

Challenger Brand

Summary

Lilydale pioneered free-range chicken in Australia. Then everyone caught on and took advantage of our hard work, copying brand codes and claims in a bid to steal value share. Coles, Lilydale’s main distributor, launched a Lilydale lookalike at a 20% discount, shrinking Lilydale’s market share by 32%. Instead of succumbing to a cheap chook price war, Lilydale took the high road. Being there from farm to shelf for their chooks, Lilydale demonstrated to Australians it was their dedication that made them the tastier chook, stemming a market share decline, reversing declining sales and cementing their premium position and pricing.

Case study

Dedication you can taste – 294 Food, Confectionery & Snacks

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Credits

Cam Blackley	Chief Creative Officer
Sharon Edmondston	Creative Director
Shane Gibson	Creative Director
Leandro Pereira	Copywriter
Chris Brailey	Copywriter
Jardin Anderson	Art Director
Catherine Mellon	Author/Group Strategy Director
Vanessa Boueyres	Group Head
Laura Jones	Senior Account Director
Sarah Cowen	Senior TV Producer
Angela Byrnes	Integrated Producer
Christopher Riggert	Director	FINCH
Sean Izzard	Photographer	Pool Collective
Christina Qazi	Group Business Director	Hyland / Havas
Glenn Dalton	Executive Creative Director	Hardhat
Andy Segal	Associate Creative Director	Hardhat
Chris Hince	Associate Creative Director	Hardhat
Yash Gandhi	Author/Head of Marketing	Baiada Poultry
Shawn Stevens	Author/Senior Brand Manager	Baiada Poultry
Saba Khan	Brand Manager	Baiada Poultry
Rhiannon Purrer	Assistant Brand Manager	Baiada Poultry