FRijj, Muller milkshake brand launched its first new ad campaign, with VCCP London, in nearly a decade. The campaign highlights FRijj’s unique tagline ‘Feel the URjj’, with a series of distinctive special-build OOH billboards.
It brings to life the power of URjj via FRijj bottle-shaped hole in the center of the billboards to give the illusion that someone has risked it all and embraced the URjj – grabbing the bottle from the poster. The special-build OOH sites also come with a cautionary disclaimer ‘Warning: contains thick and creamy milkshake’.
Marketa Kristlova, Brand Equity Leader at Muller, says the new campaign dramatizes the moment ‘the URijj’ strikes, showing just how strong the power of the URjj truly is. “Embrace ‘the URjj’ aims to encourage the nation to act on their impulses and enjoy a FRijj milkshake.”
Colin McKean and Emma Houlston, Creative Directors at VCCP London, said there’s no point in resisting the URjj. “You know when you start thinking about having a milkshake and suddenly the only thing you can think about is milkshake? Well, that’s an URjj. There’s no point resisting it. Just give in. Go and get yourself a thick, creamy Muller FRijj. What could possibly go wrong?
“Well, in our new campaign, consequences include romantic disappointment and familial estrangement. It’s been an absolute hoot making this new FRijj work. Keep your ears peeled for the radio and look out for our herd of cow-print posters in the wild.”
The latest campaign builds on FRijj’s ‘Feel the URjj’ platform, which encourages the nation to risk it all, act on impulses and feel the URjj. It encourages consumers to take a moment to feel, not think – and enjoy a cheeky milkshake.
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