Frijj: Four Ridges Must Be Destroyed

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Released:	June 2008
Brand name:	Frijj
Agency:	GREY LONDON
Country:	United Kingdom
Category:	Dairy products
Tags:	Viral

Credits:

Grey London has developed a major new transmedia campaign for Dairy Crest’s number one flavoured milk drink brand Frijj, set to shake up consumers this Summer.

The campaign, aimed at Frijj’s core consumer base of 16 to 24-year-old males and entitled ‘the thicker, the slower, the better’, focuses on Frijj’s unique thickness in a humorous spoof of a horror/disaster film.

Centering on the fictional, idyllic 1950s model town of Four Ridges, the campaign will see evil little girl Martha hatch her wicked scheme against the town by unleashing an unstoppable flood of Frijj which will devour anything – if only very slowly – in its path.

Three macabre teaser trailers will see a lone Martha pondering her monstrous plot and directing viewers to the main website www.fourridgesmustbedestroyed.com .

The website, which launches on 14th July, will unveil the five virals which reveal the various fates of the town’s inhabitants, such as the screaming sunbather forced to move her towel out of the shadow of the looming, perilously sluggish Frijj. Viewers will also see the heartbreaking story of the frail zimmer frame granny left behind as her companions manage to flee the Frijj on their mobility scooters.

The website also offers Frijj fans the chance to upload their very own horror movie - using Frijj as a prop. Grey London has developed a dedicated YouTube page where films can be uploaded.

The best of these films will then be showcased at the brand’s free, high profile film festival set to open from 14th August. The six week-long Frijj Film Festival will be held at 25 Carlton Cinemas across London and will offer people the chance to watch a variety of classic movies, all for free. An eight-minute movie compiling the best of the UGC will be shown before every film, together with the virals.

The digital campaign - which marks the first-ever major digital rollout for the brand - will be supported by online advertising and seeding, as well as print and outdoor work.