Feature

IPA Awards: Bronze Award - Best Media: Frijj

Sponsored by DDS

Title: Four Ridges Must Be Destroyed
Client: Dairy Crest
Entrant: Grey London
Author: Ollie Gilmore, Grey London
Media used: National and regional newspapers, out of home, cinema,
internet, PR, viral, search

In a nutshell

This multifaceted campaign enabled Frijj to behave like an entertainment brand rather than an FMCG product and generated a payback of £1.04 per £1 spent.

Summary: This paper demonstrates how disaster movies increased sales of Frijj milkshake. In recent years, Frijj's non-promoted base sales have been in decline. The challenge was to reverse this by re-engaging the core consumer base of 16- to 34-year-old male milkshake drinkers. The creative strategy was for Frijj to behave like an entertainment brand rather than an FMCG product. This was achieved through a multifaceted campaign: the centrepiece was the "Four Ridges Must Be Destroyed" online film, which was based on cult classics such as The Blob but instead featured Frijj. The film was supported by a London-based "film festival", a consumer film competition and a limited-edition Frijj flavour. The campaign generated a payback of £1.04 per £1 spent.

Judge's comment: The Frijj campaign was of particular interest to the judges as it behaved more like an entertainment brand than an FMCG product.

- Duncan George, former sales director, AOL.

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