Lilydale Free Range Chicken has become one of Australia’s leading brands of free range poultry products. Farming now extends to areas well beyond the Yarra Valley, to include the Barossa Valley in South Australia and the Hunter Valley region in New South Wales.

Objective Bullseye was engaged by Lilydale to create a new benchmark in chicken websites, portraying Lilydale as superior to its competitors in the digital space and cementing the brand’s positioning as a market leader.

Our approach Our brief was to design and develop a website that is consistent with the Lilydale brand creating an engaging, informative online experience. The website supports loyal consumers and new consumers in their decision to purchase Lilydale Free Range Chicken. Bullseye also worked with Lilydale to bring to life natural brand elements through use of known brand cues such as the green colour palette, grass and farm imagery, healthy recipes, health and nutrition and free range farming information. The aim of the website was to create a resource that could be used by people who were searching for information relating to free range chicken and health and nutrition, whilst also supporting their brand loyalty by providing delicious recipes to partner the Lilydale products. The recipes are presented both in written and video format to further enhance the online experience. 

The results Since launching in December the site has had over 3,200 visitors. The main driver to the website is on pack promotion of the URL and also organic searches. 44% of people come from search, 34% direct and 22% from referring websites. While on the website visitors are engaged viewing on average 4 pages and spending over 3 minutes per session. The content management system is completely managed by Lilydale and they are now able to create and handle small promotions through the website themselves which has also contributed to website traffic.

Links: www.freerangechicken.com.au