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Feel #TheURjj! Müller Launches Brand New Advertising Campaign for FRijj

Press Release   •   Sep 06, 2016 12:50 BST

Feel #TheURjj!

Müller has unveiled a brand new TV advertising and social media campaign for its FRijj brand to excite consumers and encourage them to feel #TheURjj!

Müller is investing heavily in the milkshake brand as a priority, 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 creative for the campaign, which aims to resonate with 21-29 year olds, comprises a three part, sitcom style mini-series, and features two housemates battling over drinking a Müllerlicious FRijj.

Michael Inpong, Chief Marketing Officer 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.”

The first TV spot launches today with parts two and three to be seeded online over the next few weeks. The social content launched last week on Facebook, Twitter and Instagram along with hashtag #TheURjj teasing that "The URjj is coming".


Müller UK & Ireland

Müller UK & Ireland is wholly owned by the Unternehmensgruppe Theo Müller. It employs around 10,000 people in a business which comprises two distinct business units: Müller Milk & Ingredients and Müller Yogurt & Desserts.

Based in Market Drayton, Müller Yogurt & Desserts is the UK’s leading yogurt manufacturer, responsible for major brands such as Müller Corner, Müllerlight and Müller Rice. It also produces, at production facilities in Minsterley near Shrewsbury, chilled desserts including Cadbury Bubbles of Joy, Pots of Joy, Layers of Joy and Twin-pot products under licence from Mondelez International.

Müller Yogurt & Desserts also supplies the UK private label yogurt market from a state of the art yogurt facility in Telford, Shropshire.

Müller Milk & Ingredients aims to be the biggest and best fresh milk and ingredients business with a network of dairies and depots servicing customers throughout the country, producing skimmed, semi-skimmed, whole, and flavoured milk products for brands such as Black & White, The One, freshnlo and FRijj . It also has the capacity to produce salted, unsalted and lactic butter each year for both the domestic and international markets.

The acquisition of Dairy Crest’s dairy operations in December 2015 marked a milestone in Unternehmensgruppe Theo Müller’s global growth strategy and in particular its aspiration to place much more emphasis on end to end supply chain innovation, adding value to the UK dairy category.