The madness of flavoured milk brand, Müller FRijj, continues. In a world where young men are facing cultural pressures to constantly self-improve and optimise every area of their lives, the brand is offering an alternative – giving them a permission slip to switch off, give in, and enjoy something purely for the sake of it. 

So VCCP and Müller FRijj are plonking moos in unexpected places – like a T-Rex in the desert and virtual fighting warriors.

Moos in Unexpected Places begins with two hero films brought to life by Girl&Bear Studios.

The aim of the UK campaign is to captivate attention in an unconventional and playful way. It builds on Müller’s Just Feel the URjj brand platform by continuing to celebrate those who follow their instinct, encouraging the UK to feel the URjj, act on impulses and enjoy a delicious milkshake.

Rebecca Spellman, drinks segment lead at Müller, stated, “This new campaign aims to encourage the nation to act on their impulse and Feel the URjj by enjoying a delicious Müller FRijj milkshake. By dramatising the moment of when an unexpected Moo strikes, we are showing how playful the power of “the URjj” is, giving the nation permission to enjoy something purely for the sake of it. This combined with a disruptive on pack promotion looks to bring the Müller FRijj mischief fully through the line for the consumer.”

Colin McKean, creative director at VCCP Blue, added, “Moos in unexpected places is such a simple, memorable thought. We hope this bananas campaign more than lives up to the preposterous promotion that inspired it. Huge thanks to our client partners at Müller FRijj for feeling the URjj and fully embracing the mischief. Mooooo.”

Moos in Unexpected Places amplifies Müller’s ‘Hear a moo, win £10k’ on-pack promotion – with 10 prizes of £10k each up for grabs. To win, customers will need to find and purchase one of the 10 “mooing” promotional bottles of FRijj.

The campaign spans native social assets, radio and OOH.

Credits 
Client: Müller
Advertising Agency: VCCP
Creative Director: Colin Mckean
Junior Creatives: Ed Rees & Kat Lwahas
Business Director: Sam Downing
Senior Account Director: Alex Lake
Senior Account Manager: Holly Stockley
Account Manager: Summerly Burbidge
Senior Planner: Emily King
Creative Producer: Jack Higgins
Content Creation Studio: Girl&Bear
Senior Designer: Leila Amin
Artlab Manager: James Perry
Senior Creative Artworker: Toby Kadir

Post-Production Company: Girl&Bear
Post Producer: Noah Thompson
Editor: Amelia Eve
Composer: Ryna Lau
Audio Post-Production Company: Jungle
Sound Engineer: Tom Rouse

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