Initially, three 10 second teaser films were seeded online. These featured an evil little girl Martha, popping balloons, rocking in her chair, and proclaiming that ‘Four Ridges must be destroyed’. These films drew people to a microsite. There, they could direct Martha to pour FRijj anywhere over the model ‘Four Ridges’ town in her attic. This would bring up one of five different mock horror films, each showing the comically slow destruction of a town by FRijj. Site visitors were also invited to make their own films ‘FRijjing something’. The winning film was shown at the FRijj Film Festival – a free showcase of modern classics (such as Fight Club, The Matrix and Gladiator) - that ran across 25 London cinemas during summer 2008. The campaign carried through to a new limited edition ‘Vanillaaaaarghh’ FRijj flavour which featured the black Four Ridges design.

The FRijj films have been viewed over 450,000 times online, with independent research showing that the web site stood out as a unique experience that was significantly more involving than other brand microsites. The FRijj Film Festival captured the interest of London’s cinema audience. Tickets were over-subscribed by 400%. As a result of the campaign, there has been a 31% increase in top-of-mind consideration of FRijj, and a 43% increase in claimed purchase of FRijj. Of all those people who recognised any part of the campaign, 61% said it made them more interested in the brand, and 54% said it made them want to buy it. These tracking improvements are reflected in improved base sales – the key objective for the brand. As a result, within just 24 weeks of launch, the campaign has delivered a profitable ROI of £1.42 for every £1 spent.