Müller launches multimillion pound turnaround for FRijj as it becomes ‘key priority’
Following its acquisition of FRijj last year, Müller is investing heavily in the milkshake brand as it hopes to turn around its ailing fortunes and make the brand a “key priority” for the business.
FRijj
Müller bought former owner Dairy Crest at the beginning of last year in a deal worth £80m and is today bringing back FRijj to TV screens following a three-year hiatus, as part of ambitious plans to achieve double digit growth over the next 12 months.
The dairy company is shifting the goal post of its target audience and is aiming to resonate with 21-29 year olds who are enjoying “financial independence” for the first time. The creative for the campaign, devised by VCCP, comprises a three part, sitcom style mini-series, and features two housemates who battle over drinking a FRijj. The agency focussed on the brand’s taste credentials credentials through our campaign line ‘feel the URjj’.
Speaking to The Drum Michael Inpong, chief marketing officer at Müller said while FRijj is a well-loved brand it hadn’t been performing well in recent years.
“To drive FRijj to its fulfil its true potential, it hasn’t been doing well in recent years let’s face it, we want to achieve a turnaround, that is the key thing. We haven’t rebranded as such we are relaunching with the TV campaign, we haven’t redesigned the bottle or brand, but the launch is designed to turn around the business to drive it to the ambition that we have. FRIJJ has big awareness, [and is a] well-loved brand.
“We have a unique drink, we are the only brand to be doing advertising in this category and there is a bigger ambition to grow it to a bigger audience. We see potential for this audience [21-29 year olds to get in to milk drinks.”
The first spot launches today (5 September) with parts two and three to be seeded online over the next few weeks. The social content, also created by VCCP, launched last week on Facebook, Twitter and Instagram along with hashtag #TheURjj teasing that ‘The URjj is coming’.
The campaign follows on from the launch of a new product range earlier this year – including the 40 per cent less sugar Mango & Passion fruit range.