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


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…


Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands