Müller FRijj & Overwolf Declare ‘Winning Is Overrated’ with Challenges Across Top Games
by on 24th Jul 2025 in News
Müller FRijj, the iconic ready-to-drink milkshake brand, has launched a major gaming campaign across the UK, in collaboration with world-leading gaming adtech platform, Overwolf Ads.
The activation marks an extension of Müller FRijj’s recent integrated campaign, ‘Just feel the URjj’, building on Müller UK & Ireland’s growing reputation for bold, humorous work, this time turning its attention to Gen Z males. In a world where young men are being told to hustle harder and grind more, Müller FRijj offers a much-needed antidote, reminding consumers to not take life so seriously.
Under the banner ‘Just Feel The URjj: Winning Is Overrated’; the in-game activation rewards players not for coming first, but for embracing chaos and silliness. Starting July 1st and wrapping up at the end of the month, the campaign features curated challenges across major titles like Fortnite, Rocket League, and League of Legends. Whether it’s collecting potions and emoting mid-battle in Fortnite, or pulling off backflips and wheelies in Rocket League, gamers will be incentivised for having fun, not just winning.
To join in on the fun, players in the UK can download BUFF from the Overwolf app store and opt-in to the challenges by clicking the Just Feel the URjj Challenge icon on the left menu bar. From there, players just need to launch Fortnite, League of Legends, Rocket League and play! Participants who complete challenges will earn raffle tickets for a chance to win three Alienware m18 Gaming Laptops alongside 500 Buff Points. For a detailed breakdown of how it works, players can head here.
“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.
“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.”
The gaming activation reflects a strategic alignment with Müller FRijj’s broader media and audience strategy, developed with its agency partners EssenceMediacom, leveraging its unique targeting data and insights. The agency played a key role in identifying Overwolf as the ideal partner to reach these gaming audiences and brokering the partnership.
“This campaign demonstrates how brands can meet Gen Z audiences in the spaces they naturally inhabit, and do so in a way that feels native, engaging and on-brand,” said Ryan Turner, Partnerships Account Director at EssenceMediacom. “We’re proud to support Müller FRijj as they extend their bold creative platform into an interactive gaming environment.”
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