Müller Yogurt & Desserts is investing in an on-pack promotion and a supporting multi-million pound marketing campaign for its flavoured milk brand Frijj.
This spring sees the return of the ‘mooing’ promotional bottle, giving 100 shoppers the chance to win £1,000 (or €1,000 in ROI) if they purchase a promotional bottle of Müller FRijj milkshake, which makes the sound when opened. Promotional bottles went on sale in major retailers and convenience outlets from 7 April.
Following positive growth in the last year, which has seen FRijj outperform the flavoured milk category with 22% value growth, increasing its share of the flavoured milk market to 10.3%, Müller hopes the promotion and campaign will help drive further growth throughout 2023.
Toby Bevans, Strategy and Marketing Director for Müller Yogurt & Desserts, said: “We’ve seen some very positive growth in the flavoured milk category following our investments in Müller FRijj in 2022, and we want to build on those encouraging figures and drive even more sales and growth for our customers.
“We know from our research that the Müller FRijj ‘moo’ has a higher than average recall for shoppers, and we’re using that distinctive asset to enable us to continue the encouraging growth the brand has seen over the last year.
“Throughout 2023, we’ll continue to support the growth of our core brands, in particular our classics such as Müller FRijj, all while creating a level of excitement and promoting category growth.”
The mooing bottle promotion, which last ran in 2019, will be seen on promotional bottles of all five Müller FRijj flavours (strawberry, banana, chocolate, fudge brownie and cookie dough).
The promotion will run until September 2023 subject to availability, and will be supported by media investment in out-of-home, video on demand, radio, and at point of sale.
