Trending PR Campaigns
Frijj Chilli Chill Challenge
For Halloween, Müller launched a limited-edition Chilli Chocolate Frijj milkshake, calling it the first spicy milkshake in the flavoured milk category. It built the launch around a “Chilli Chill Challenge”, inviting consumers and creators to film their reactions to the sweet-and-spicy drink.
Why it worked: It piggybacked Halloween with a true category-first claim and a reactive UGC challenge, promising visceral on-camera reactions editors can embed.
The lesson: Consider pairing a credible “first-of-its-kind” drop with a simple filmed reaction test and pre-seeded creator kits to guarantee assets.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| thegrocer.co.uk | Müller unveils category-first chilli chocolate Frijj flavour for Halloween | Tuesday 29th September, 2026 |
| sweetsandsnacksworld.com | Müller FRijj announces limited-edition Chilli Chocolate milkshake - Sweets & Savoury Snacks World | Thursday 1st October, 2026 |
| dairybusinessmea.com | Müller launches spicy milkshake with limited-edition Frijj Chilli Chocolate | Dairy Business Middle East & Africa - No.1 Dairy Industry Website & Magazine | Monday 5th October, 2026 |