Lilydale, a premium Australian poultry brand dedicated to raising higher welfare free-range chickens, found itself trapped in the ‘friend zone’ but was determined to break free.
In 2023, Aussies are consuming more chicken than ever before, averaging a staggering 49kg per person annually. It’s safe to say that chicken has surpassed beef and become Australia’s #1 source of protein.
In other words, Australia’s reliable best friend.
However, amid this surge, Lilydale faced a challenging forecast. Sales were predicted to plateau as we grappled with intensified competition from cheaper private label brands. In the vast landscape of protein options available to Australians, standing out presented a formidable hurdle for the Lilydale brand.
The mission for our media strategy was crystal clear: halt the decline by driving sales above the norm.
