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Top 5 Campaign
Ecommerce · September 2026
Frijj Chilli Chill Challenge
Tuesday 29th September, 2026
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.
Müller
Frijj
1 Source:
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 |