Müller dramatises the moment ‘the URjj’ takes over with missing FRijj bottles across special-build OOH sites

Müller's milkshake brand FRijj has launched its first ad campaign in eight years. The campaign was created by Müller's creative agency of record, VCCP London, as part of Müller's major brand refresh. The campaign aims to showcase what happens when the nation feels 'the URjj' - a term coined by FRijj that has been in use for almost 10 years.

The campaign has a series of special-build OOH billboards that bring to life the power of 'the URjj' with the help of FRijj's distinctive tagline, 'Feel the URjj.' These billboards have a FRijj bottle-shaped hole in the centre, giving the illusion that someone has taken the bottle from the poster. Each OOH site comes with a cautionary disclaimer: 'Warning: contains thick and creamy milkshake.'

The special-build billboards are located in four locations across London and Birmingham. Other OOH sites across the country will have cow print pattern posters that advise caution due to FRijj's delicious taste: 'Warning: this ad may cause the URjj.'

The campaign will also run across radio and social media. In radio, two different comical scenarios will play out in which 'the URjj' strikes at a bad time: one during a first date and the other during a wedding. In the social media executions, disclaimers advising caution and pixelated visuals are used to demonstrate the irresistible power of the URjj.

This campaign builds on FRijj's 'Feel the URjj' platform, which encourages people to act on impulses and feel the URjj. The campaign aims to encourage consumers to take a moment to feel, not think, and enjoy a cheeky milkshake.

The campaign follows Müller's recent multi-million pound Masterbrand TV campaign, 'Love every bit,' which launched in July. Müller has also recently redesigned its branded packaging and tapped into the 'nowstalgia' trend with Magic Eye Inc® executions to drive awareness of its new Müller Corner Originals range.

Colin McKean and Emma Houlston, Creative Directors at VCCP London, said, "This new campaign dramatises the moment 'the URjj' strikes, showing just how strong the power of 'the URjj' truly is."

Marketa Kristlova, Brand Equity Lead at Müller, said, "The campaign aims to encourage the nation to act on their impulses and enjoy a FRijj milkshake. It marks the latest campaign as Müller continues to significantly invest in a major brand refresh. All in effort to grow Müller brand and create smiles on people's faces."

The campaign will run from May 6th until June 23rd, with media planning and buying led by EssenceMediacom and PR managed by Ogilvy PR & Influence.

CAMPAIGN TITLE: FRijj - Embrace the URjj

CLIENT: Müller FRijj

INNOVATION & DRINKS LEAD: Rebecca Spellman

BRAND EQUITY LEAD: Markéta Kristlová

BRAND MANAGER - DRINKS: Natasha Carr

BRAND MANAGER - EQUITY: Maiya Patel

INTERN - DRINKS: Mia Evans

ADVERTISING AGENCY: VCCP

CREATIVE DIRECTORS: Colin McKean & Emma Houlston

ASSOCIATE CREATIVE DIRECTOR: Stephen Misir

BUSINESS DIRECTOR: Nick van Buuren

ACCOUNT DIRECTOR: Sophia Abdo

ACCOUNT COORDINATOR: Emma Harpin

CHIEF STRATEGIC OFFICER: Max Keane

SENIOR PLANNER: Luke Stockil

AGENCY AV PRODUCER: Vanessa Troop

AGENCY CREATIVE PRODUCER: Ariana Balsaras

ASSOCIATE PROJECT DIRECTOR: Anish Kotecha

MEDIA BUYING AGENCY: EssenceMediacom

AUDIO POST-PRODUCTION COMPANY: Jungle

SOUND ENGINEER: Sean Mahoney

PR & SOCIAL: Ogilvy

ARTLAB: Liam Leal and Sam Weight

GIRL&BEAR DESIGN: Ayesha Handy

DIGITAL OOH DESIGN: Bernadette

DOOH ANIMATOR: Ivan Huri

DOOH DESIGN DIRECTOR: Gilles Bestley

Retouchers: Stanley’s Retouching