Campaign SpotlightPress Release

Müller dramatizes the moment ‘the URjj’ takes over with missing FRijj bottles

LONDON, UK — Müller milkshake brand FRijj has launched its first new ad campaign in eight years, created by Müller’s creative agency of record, VCCP London. This marks Müller’s significant move to continue to invest in a major brand refresh. 

The campaign aims to dramatize what happens when the nation feels “the URjj,” playing FRijj’s distinctive tagline, “Feel the URjj,” — a line that has been in place for nearly 10 years.

A series of distinctive special-build OOH billboards sit at the heart of the campaign, each bringing to life the power of “the URjj.” This campaign follows on from the success of the award-winning Müller Corner out-of-home builds in 2022, where billboards across the UK were seen to “bend” in the corner. 


Each OOH site has a FRijj bottle-shaped hole in the center to give the illusion that someone has risked it all and embraced “the URjj,” grabbing the bottle from the poster. The special-build OOH sites contain a cautionary disclaimer: “Warning: contains thick and creamy milkshake.”

The special-build billboards can be seen in four locations across London and Birmingham. Additional OOH sites across the country will display posters which feature the recognisable cow print pattern and advises caution due to FRijj’s delicious taste: ‘Warning: this ad may cause the URjj’. 

The campaign will also run across radio and social. Across both formats, executions dramatize the moment when “the URjj strikes,” often when one least expects it. On the radio, there are two comical scenarios in which “the URjj” strikes at an inopportune time: one during a first date, the other during a wedding. In social executions, disclaimers advise caution and pixelated visuals are used to demonstrate the irresistible power of the URjj.

This campaign encourages the nation to risk it all, act on impulses, and feel the URjj. It encourages 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,” launched in July. Müller also recently redesigned its branded packaging and tapped into the “nowstalgia” trend with Magic Eye executions to drive awareness of its new Müller Corner Originals range.

Colin McKean and Emma Houlston, Creative Directors at VCCP London, said, “You know when you start thinking about having a milkshake, and suddenly the only thing you can think about is a milkshake? Well, that’s an URjj. There’s no point resisting it. Just give in. Go and get yourself a thick, creamy Müller FRijj. What could possibly go wrong? 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 our herd of cow-print posters in the wild.”

Marketa Kristlova, Brand Equity Lead at Müller, added, “This new campaign dramatizes the moment ‘the URijj’ strikes, showing just how strong the power of ‘the URjj’ truly is. ‘Embrace the URjj’ encourages the nation to act on their impulses and enjoy a FRijj milkshake.”

The campaign will run from May 06 to June 23, with media planning and buying led by EssenceMediacom and PR managed by Ogilvy PR & Influence

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