Müller has unveiled a new TV advertising and social media campaign for its Frijj brand of milkshakes, designed to encourage consumers to feel “the urjj”.
The dairy company has invested heavily in the brand as a priority, bringing Frijj back to TV screens from today following a three-year hiatus. The activation is part of ambitious plans to achieve double-digit growth over the next 12 months, according to Müller.
The creative for the campaign – designed to resonate with 21-29 year olds – comprises a three-part, sitcom-style mini-series that shows two housemates battling over a Frijj milkshake. Following the debut of the first part of the series today, part two and three will be seeded online over the next few weeks.
Social content has already begun, Müller continued, across Facebook, Twitter and Instagram using the hashtag #TheUrjj
Müller chief marketing officer Michael Inpong said: “We are delighted to announce this new advertising and social media campaign, and we want consumers to feel #TheUrjj for Frijj. It’s our ambition to drive Frijj to fulfil its true potential, and we know consumers love the taste and eye-catching bottle, so those are staying.
“We have a unique, Müllerlicious product in Frijj and now we have a brand new, unique campaign to help the brand reach a wider audience.”
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