Frijj is bringing its iconic ‘Feel the URjj’ tagline to life as it bigs up the irresistible power of the milkshake in its first new campaign for eight years.
Created by Müller’s creative agency of record, VCCP London, the campaign will run from 6 May to 23 June, marking the latest move from Müller as it continues to invest in a major brand refresh.
The striking special builds play on the 10-year strong ‘Feel the URjj’ tagline and brand platform, with each billboard featuring a Frijj-shaped hole in the middle, giving the illusion that someone has been unable to ‘resist the uRjj’ and taken the bottle from the poster.
Each of the OOH sites, which are up in four locations across London and Birmingham, feature attention-grabbing cow prints along with a note of caution: ‘Warning: this ad may cause the URjj’.
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Further ads will also run across radio and social, with all formats dramatising the moment when the URjj strikes.
Radio ads will lean into two different comical scenarios where ‘the URjj’ has struck – one during a first date, the other during a wedding. Social executions will feature disclaimers advising caution, using pixelated visuals to demonstrate the power of the URjj.
The OOH creative follows on from recent campaigns highlight the Müller Corner yoghurt, including a billboard that turns at the corners and an optical illusion, plus a recent Masterbrand TV campaign entitled “Love every bit”.
“You know when you start thinking about having a milkshake and then 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 Müller FRijj,” said VCCP London creative directors Colin McKean and Emma Houlston.
“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 a herd of cow-print posters in the world.”
Müller brand equity lead Marketa Kristlova said: “This new campaign dramatises the moment “the URjj” strikes, showing just how strong the power of the URjj truly is”.
