Embrace the URjj: Frijj's Tempting Campaign Unveiled

Revitalizing Frijj: The Return of Iconic Advertising

After an eight-year hiatus in new advertising, Müller’s iconic milkshake brand, Frijj, is back with a bang. Teaming up with the creative minds at VCCP London, Frijj has unveiled a captivating campaign as part of its brand refresh.

Embrace the URjj: A Classic Reinvented

Titled “Embrace the URjj”, the campaign cleverly builds upon the brand's classic tagline, “Feel the URjj”, which has been synonymous with Frijj's milkshake range for almost a decade.

Bold Statements: Frijj's Out-of-Home Advertising

Taking inspiration from the success of Müller Corner's special builds in 2022, where billboards across the UK took on the shape of the iconic square yoghurt pots, Frijj's ads make a bold statement in the out-of-home advertising space.

Succumbing to Temptation: The Heart of the Campaign

At the heart of the campaign are special-build out-of-home sites strategically placed in four locations across London and Birmingham.

Resist Temptation: A Cautionary Tale

These sites feature eye-catching Frijj bottle-shaped holes in the center, creating the illusion that someone has succumbed to “the URjj” and grabbed the bottle from the poster. However, passers-by are greeted with a cautionary disclaimer: “Warning: contains thick and creamy milkshake.”

Extending Reach: From Physical to Digital

But the campaign doesn't stop there. Additional posters adorned with Frijj's recognizable cow print pattern will be displayed across the country, urging consumers to resist temptation.

Dramatizing Desire: The Radio and Social Media Campaign

Beyond the physical realm, the campaign extends its reach to radio and social media platforms. Through radio executions, Frijj dramatizes the unexpected moments when the urge for a milkshake strikes.

Brand Equity Reinforced: Müller's Commitment

Marketa Kristlova, brand equity lead at Müller, expressed excitement about the campaign, stating, “The move marks the latest campaign as Müller continues to significantly invest in a major brand refresh."

Embracing Pleasure: The Essence of Frijj's Campaign

Frijj's “Embrace the URjj” campaign is not just about selling milkshakes; it's a testament to the brand's commitment to creativity, innovation, and, above all, the irresistible pleasure of indulgence.