LONDON, UK – Müller FRijj, the renowned ready to drink milkshake brand, is diving into the gaming world with a uniquely playful twist. Teaming up with Overwolf Ads, the global leader in in game advertising technology, Müller FRijj has launched a bold new campaign that challenges traditional notions of competition in gaming and invites players to embrace absurdity and fun.
Titled ‘Just Feel The URjj: Winning Is Overrated’, the campaign marks an extension of Müller’s wider ‘Just Feel The URjj’ brand platform. It aims to connect with Gen Z gamers, particularly young men, by providing a humorous and carefree counter-narrative to the grind and hustle mentality often dominant in gaming culture.
Running throughout July 2025, the in game activation unfolds across iconic gaming titles such as Fortnite, Rocket League and League of Legends. However, unlike conventional tournaments or leaderboard driven contests, this initiative incentivizes players not for victory, but for engaging in spontaneous and offbeat gameplay.
Players are rewarded for antics like collecting potions and dancing mid battle in Fortnite or executing wheelies and backflips in Rocket League – the more chaotic and lighthearted, the better. To participate, UK gamers can download BUFF via the Overwolf app store and join the challenge by selecting the URjj Challenge icon. Completing these fun challenges unlocks raffle entries to win one of three Alienware m18 Gaming Laptops, along with Buff Points.
“At Müller FRijj, we believe in celebrating the fun and escapism which milkshakes have always offered. The ‘Just Feel The URijj Challenge’ brings that same spirit into gaming – a space where many of our target audience of Gen Z males spend their time.” said Hannah Gillespie-Cross, Senior Brand Manager at Müller. “By championing a more relaxed and humorous approach, we’re offering players a welcome break from the pressures of competitive gameplay, reminding them not to take life too seriously in line with our wider ‘Just feel the URjj’ positioning.”
In order to execute the campaign, Müller FRijj is harnessing Overwolf Ads’ highly innovative gaming technology to recognise and trigger contextual messaging in real-time based on specific player achievements, offering exclusive in-game and physical rewards for completing light hearted and unconventional missions.
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“This collaboration with Müller FRijj exemplifies the growing demand from brands to create authentic, culturally relevant campaigns within gaming environments” said John-Paul Burke, Head of Brand Partnerships, UK & Ireland at Overwolf Ads. “By rewarding players for their creativity and humour, Müller FRijj taps into the lighter side of gaming culture in a way that truly resonates with younger audiences whilst staying true to its own brand ethos.”
