Müller Stirs Excitement with 'Embrace the URjj' Campaign for FRijj Milkshakes
Source: The DairyNews
On May 8th, Müller's popular milkshake brand FRijj unveiled its groundbreaking new advertising campaign, "Embrace the URjj," marking its first major promotional effort in eight years. The campaign, masterminded by VCCP London, underscores Müller's ongoing commitment to revitalizing its brand through substantial investments.
"Embrace the URjj" brings to life the sensation of irresistible urges through FRijj's enduring slogan, "Feel the URjj," which has captivated consumers for nearly a decade. Central to the campaign are innovative outdoor (OOH) billboards designed to capture the essence of these impulses. These billboards, following the success of Müller's previous Müller Corner campaigns, feature a unique design with a bottle-shaped hole at their center, simulating the idea that someone has literally grabbed the FRijj bottle in response to 'the URjj'.
Located in key spots across London and Birmingham, these special-build billboards include a playful warning about the milkshake's thick and creamy allure. Further, standard OOH sites across the UK are adorned with FRijj's iconic cow print and cautionary notes about the product's irresistible taste.
Beyond billboards, the campaign extends into radio and social media. Radio spots humorously depict scenarios where 'the URjj' strikes unexpectedly, such as during a first date or a wedding. Social media content features pixelated images and warnings, emphasizing the compelling nature of 'the URjj'.
This initiative is part of FRijj's larger 'Feel the URjj' platform, which encourages spontaneous enjoyment of their delicious milkshakes. It dovetails with Müller's broader strategy to rejuvenate its brand, including a recent multimillion-pound Masterbrand television campaign titled "Love every bit" and innovative packaging redesigns that leverage the nostalgia trend.
Marketa Kristlova, Müller's Brand Equity Lead, emphasized the campaign's role in showcasing the irresistible pull of 'the URjj' and its potential to spontaneously bring joy through a simple act of enjoying a FRijj milkshake. This campaign not only aims to engage and delight consumers but also serves as a continuation of Müller's aggressive brand development strategy, following other successful initiatives such as the award-winning Müller Corner out-of-home series and partnerships aimed at enhancing brand visibility and consumer engagement.
Located in key spots across London and Birmingham, these special-build billboards include a playful warning about the milkshake's thick and creamy allure. Further, standard OOH sites across the UK are adorned with FRijj's iconic cow print and cautionary notes about the product's irresistible taste.
Beyond billboards, the campaign extends into radio and social media. Radio spots humorously depict scenarios where 'the URjj' strikes unexpectedly, such as during a first date or a wedding. Social media content features pixelated images and warnings, emphasizing the compelling nature of 'the URjj'.
This initiative is part of FRijj's larger 'Feel the URjj' platform, which encourages spontaneous enjoyment of their delicious milkshakes. It dovetails with Müller's broader strategy to rejuvenate its brand, including a recent multimillion-pound Masterbrand television campaign titled "Love every bit" and innovative packaging redesigns that leverage the nostalgia trend.
Marketa Kristlova, Müller's Brand Equity Lead, emphasized the campaign's role in showcasing the irresistible pull of 'the URjj' and its potential to spontaneously bring joy through a simple act of enjoying a FRijj milkshake. This campaign not only aims to engage and delight consumers but also serves as a continuation of Müller's aggressive brand development strategy, following other successful initiatives such as the award-winning Müller Corner out-of-home series and partnerships aimed at enhancing brand visibility and consumer engagement.
