FRijj - Four Ridges Must Be Destroyed

This paper demonstrates how disaster movies increased sales of FRijj milkshake. In recent years, FRijj's non-promoted base sales have been in decline.

FRijj – Four Ridges Must Be Destroyed

Ollie Gilmore - Grey London

INTRODUCTION

This is the story of how disaster movies inspired the first truly intregrated, 'media-neutral' campaign for FRijj milkshake.

Breaking new ground for the brand – and arguably the category – it has been crucial to brand owners Dairy Crest to understand the campaign's impact.

It is therefore rewarding to demonstrate that just 9 months after the campaign began, it has generated at least £1.04 for every £1 spent.

To tell the story of how we've got there, we'll begin by pressing rewind…

A SHORT HISTORY OF FRIJJ...

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