Lilydale is urging Australians to embrace a “free-range” lifestyle and spend more time outdoors in a new national campaign.
The premium free-range chicken brand is championing a simpler, more balanced way of living in response to new research, which revealed Australians spend 91% of their week indoors.
The national campaign, which was created by M&C Saatchi, launches with a film manifesto that aims to remind Australians of the benefits of living free-range.
Yash Gandhi, head of marketing at Lilydale, said the free-range lifestyle was “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.”
The campaign will be supported by promotions offering customers the chance to win unique outdoor experiences.
Shane Gibson, creative director at M&C Saatchi, said “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.”