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{"id":18246,"date":"2024-05-07T17:08:55","date_gmt":"2024-05-07T16:08:55","guid":{"rendered":"https:\/\/wordpress-dev.vccp.com\/?post_type=work&p=18246"},"modified":"2024-05-07T17:13:36","modified_gmt":"2024-05-07T16:13:36","slug":"the-urjj","status":"publish","type":"work","link":"https:\/\/wordpress-dev.vccp.com\/uk\/work\/muller\/the-urjj","title":{"rendered":"Embrace the URjj"},"content":{"rendered":"
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Today, <\/span>M\u00fcller <\/b>milkshake brand<\/span> FRijj<\/b> launches its first new ad campaign in eight years, created by <\/span>M\u00fcller<\/b>\u2019s <\/span>creative agency of record <\/span>VCCP London<\/b><\/a>, marking M\u00fcller\u2019s move to continue to significantly invest in a major brand refresh.\u00a0<\/span><\/p>\n

The campaign aims to dramatise what happens when the nation feels \u2018the URjj\u2019, playing FRijj\u2019s distinctive tagline \u2018Feel the URjj\u2019 – a line that has been in place for nearly 10 years.<\/span><\/p>\n

A series of distinctive special-build OOH billboards sit at the heart of the campaign, each aims to bring to life the power of \u2018the URjj\u2019. This campaign follows on from the success of the award-winning M\u00fcller Corner out of home builds in 2022, where billboards across the UK were seen to \u2018bend\u2019 in the corner.\u00a0<\/span><\/p>\n

Each OOH site has a FRijj bottle-shaped hole in the centre, to give the illusion that someone has risked it all and embraced \u2018the URjj\u2019: grabbing the bottle from the poster. The special-build OOH sites each come with a cautionary disclaimer: \u2018Warning: contains thick and creamy milkshake\u2019.<\/span><\/p>\n

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\u2019s delicious taste: \u2018Warning: this ad may cause the URjj\u2019.\u00a0<\/span><\/p>\n

The campaign will also run across radio and social. Across both formats, <\/span>executions dramatise the moment when \u2018the URjj strikes\u2019 – often when you least expect it. In radio, there are two\u00a0 different comical scenarios in which \u2018the URjj\u2019 has struck at an inopportune time: one of which is during a first date, the other during a wedding. In the social executions, disclaimers advising caution and pixelated visuals are used to demonstrate the irresistible power of the URjj.<\/span><\/p>\n

This campaign builds on FRijj\u2019s \u2018Feel the URjj\u2019 platform, which encourages the nation to risk it all, act on impulses and feel the URjj. It aims to encourage consumers to take a moment to feel, not think – and enjoy a cheeky milkshake.<\/span><\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n

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The campaign follows <\/span>M\u00fclle<\/span>r\u2019s recent multi-million pound Masterbrand TV campaign, \u2018Love every bit\u2019, which launched in July. <\/span>M\u00fcller also recently <\/span>redesigned its branded packaging and tapped into the \u2018nowstalgia\u2019 trend with Magic Eye Inc\u00ae executions to drive awareness of its new M\u00fcller Corner Originals range.<\/span><\/p>\n

Colin McKean and Emma Houlston, Creative Directors at VCCP London said:<\/b> \u201cYou know when you start thinking about having a milkshake and suddenly the only thing you can think about is milkshake? Well, that\u2019s an URjj. There\u2019s no point resisting it. Just give in. Go and get yourself a thick, creamy M\u00fcller FRijj. What could possibly go wrong? Well, in our new campaign, consequences include romantic disappointment and familial estrangement. It\u2019s 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.\u201d<\/span><\/p>\n

Marketa Kristlova, Brand Equity Lead at M\u00fcller said:<\/b> \u201cThis new campaign dramatises the moment \u2018the URijj\u2019 strikes, showing just how strong the power of \u2018the URjj\u2019 truly is. \u2018Embrace the URjj\u2019 aims to encourage the nation to act on their impulses and enjoy a FRijj milkshake.<\/span><\/p>\n

The move marks the latest campaign as M\u00fcller continues to significantly invest in a major brand refresh. Following the award-winning M\u00fcller Corner out-of-home-series and M\u00fcller Rice\u2019s Declan Rice partnership, we unveiled a new multimillion pound Masterbrand TV campaign, redesigned its branded packaging and tapped into the \u2018nowstalgia\u2019 trend with Magic Eye Inc\u00ae executions to drive awareness of its new M\u00fcller Corner Originals range. All in effort to grow M\u00fcller brand and create smiles on people\u2019s faces.\u201d<\/span><\/p>\n

The campaign will run from the 6th May until 23rd June, with media planning and buying led by EssenceMediacom and PR managed by Ogilvy PR & Influence. <\/span><\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

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\n Embrace the ‘URjj\u2019 aims to encourage the nation to act on their impulses and enjoy a FRijj milkshake \n Marketa Kristlova, Brand Equity Lead at M\u00fcller<\/cite> <\/blockquote>\n\n <\/div>\n <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-18246","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10247","hero_video":"","hero_image":{"ID":18248,"id":18248,"title":"OOH 2 -low res","filename":"OOH-2-low-res-scaled.jpg","filesize":936326,"url":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-scaled.jpg","link":"https:\/\/wordpress-dev.vccp.com\/uk\/work\/muller\/the-urjj\/attachment\/ooh-2-low-res","alt":"","author":"64","description":"","caption":"","name":"ooh-2-low-res","status":"inherit","uploaded_to":18246,"date":"2024-05-07 16:01:53","modified":"2024-05-07 16:01:53","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":2560,"height":1622,"sizes":{"thumbnail":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-300x190.jpg","medium-width":300,"medium-height":190,"medium_large":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-768x487.jpg","medium_large-width":640,"medium_large-height":406,"large":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-1024x649.jpg","large-width":640,"large-height":406,"1536x1536":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-1536x973.jpg","1536x1536-width":1536,"1536x1536-height":973,"2048x2048":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-2048x1298.jpg","2048x2048-width":2048,"2048x2048-height":1298,"Header":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"M\u00fcller dramatises the moment \u2018the URjj\u2019 takes over with missing FRijj bottles across special-build OOH sites","meta-description":"M\u00fcller dramatises the moment \u2018the URjj\u2019 takes over with missing FRijj bottles across special-build OOH sites","social-media-image":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2024\/05\/OOH-2-low-res-1-scaled.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":16951,"post_author":"61","post_date":"2023-07-17 11:45:16","post_date_gmt":"2023-07-17 10:45:16","post_content":"\n\n\n\n\n\n\n\n\n\n","post_title":"Love Every Bit","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"love-every-bit","to_ping":"","pinged":"","post_modified":"2023-07-17 15:28:26","post_modified_gmt":"2023-07-17 14:28:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/wordpress-dev.vccp.com\/?post_type=work&p=16951","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16999,"post_author":"64","post_date":"2023-07-25 17:10:08","post_date_gmt":"2023-07-25 16:10:08","post_content":"\n\n\n

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