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Lilydale Free Range introduces traceable packaging in food provenance campaign


Lilydale Free Range introduces traceable packaging in food provenance campaign


Lilydale Free Range Chicken is providing Australians the ability to trace each package of chicken back to the farm it came from.

As Australians place more importance in the traceability of the food they consume, Lilydale Free Range chickens has commissioned the ‘Food Traceability’ report and introduced traceable chicken packs.

The Report reveals that 93% of Australians believe all food brands and food products should communicate where their food was sourced and 71% are interested in finding out more about the farms in which their meat was produced and cultivated.

All Lilydale packaging now features a unique code enabling consumers to trace their chicken back to its farm of origin.

The move is supported by a campaign created by M&C Saatchi and Hidden Characters. It features two TV spots featuring Lilydale farmers, a radio spot, out-of-home, on-pack stickers and a unique website.

“It makes absolute sense that Lilydale lead with a response about provenance in a time when consumers are hungry for more information,” says M&C Saatchi creative director Shane Gibson.

Related: Marketing interviews Ben Slocombe, marketing director, category and planning about the importance of transparency and the ‘Beer the Beautiful Truth’ category campaign »

“Traceability is a confident display of the brand’s commitment to its product, which is sure to sit well with an increasingly involved customer,” he says.

In addition to the unique farm code on each chicken packet, packaging will also feature unique codes enabling them to browse Lilydale farms to get a clear understanding of the food they’re consuming.

“We’re proud of our home-grown produce so we wanted to give our customers the opportunity to trace their chicken right back to the very farm it was grow on to learn more about the farmer and origin,” says Lilydale marketing manager Anna Wesser.



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Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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