{"id":21488,"date":"2026-04-28T13:23:48","date_gmt":"2026-04-28T12:23:48","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&#038;p=21488"},"modified":"2026-07-22T13:24:49","modified_gmt":"2026-07-22T12:24:49","slug":"muller-frijj-leans-into-absurdity","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/muller-frijj-leans-into-absurdity","title":{"rendered":"M\u00fcller FRijj Leans into Absurdity"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-xdA55 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">VCCP Blue is back with a playful new campaign for M\u00fcller FRijj, encouraging people to step away from constant self-improvement and enjoy things purely for the fun of it.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Building on the &#8216;Just Feel the URjj&#8217; platform, &#8216;Moos in Unexpected Places&#8217; takes aim at the modern pressure on young men to optimise every detail of their lives, instead offering a lighthearted permission slip to switch off and embrace impulse.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-ZmaD0i wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1185111701?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0&amp;h=6af25eabfe\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-1EMv6C wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Produced by Girl&amp;Bear Studios, the campaign swaps expected, serious sounds for surprising &#8216;moos&#8217; in bizarre settings &#8211; like a T-Rex stomping through a desert or a video game warrior taking a hit in battle.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The campaign ties into M\u00fcller&#8217;s &#8216;Hear a moo, win \u00a310k&#8217; on-pack promotion which gives shoppers a chance to win one of ten cash prizes if they buy a promotional bottle that moos.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-qf3zr wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1185111702?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0&amp;h=45c52fce4e\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-2sKatV wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;This new campaign aims to encourage the nation to act on their impulse and Feel the URjj by enjoying a delicious M\u00fcller FRijj milkshake. By dramatising the moment of when an unexpected Moo strikes, we are showing how playful the power of &#8216;the URjj&#8217; 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 M\u00fcller FRijj mischief fully through the line for the consumer.&#8221;<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Rebecca Spellman, Drinks Segment Lead at M\u00fcller<\/span><\/i><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">&#8220;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 M\u00fcller FRijj for feeling the URjj and fully embracing the mischief. Mooooo!&#8221;<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Colin McKean, Creative Director at VCCP Blue<\/span><\/i><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The campaign will run across social platforms, radio, and out-of-home locations.<\/span><\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":78,"template":"","class_list":["post-21488","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10247","hero_video":"","hero_image":{"ID":21489,"id":21489,"title":"Website banners-11-2","filename":"Website-banners-11-2.png","filesize":1373172,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2.png","link":"https:\/\/www.vccp.com\/uk\/work\/muller\/muller-frijj-leans-into-absurdity\/attachment\/website-banners-11-2-2","alt":"A happy T-rex dinosaur holding money and wearing pink sunglasses","author":"78","description":"","caption":"","name":"website-banners-11-2-2","status":"inherit","uploaded_to":21488,"date":"2026-07-22 12:21:32","modified":"2026-07-22 12:22:38","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2-300x113.png","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2-768x288.png","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2-1024x384.png","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2-1536x576.png","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2.png","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2.png","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2-768x720.png","Square-width":768,"Square-height":720,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2-768x720.png","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2-768x720.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2026\/07\/Website-banners-11-2-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"","meta-description":"","social-media-image":false,"related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/21488","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/78"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=21488"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}