Frijj: Four Ridges Must Be Destroyed

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. Jon Williams, Chief Creative Officer at Grey London, said: “I don’t think it’s enough these days to just ‘do an ad’. With Frijj we have an IP delivered invitation for consumers to experiment with the brand. Totally left field but bang on brand. UGC is finally returned to the revered home of film....the cinema.”