How FrieslandCampina Turned a Breakfast Campaign into a Playable Brand Experience with Chirri Urri
Written by Adrian K., Founder & Lead Engineer at Codanum
The Context
FrieslandCampina wanted their Olper's Breakfast campaign to reach younger Pakistani audiences on social media without looking like an ad, which ruled out most of the usual campaign formats. What they needed instead was something playable: immediately fun, unmistakably on-brand, and shareable enough to earn reach beyond what the paid media budget covered.
The Challenge
The mechanics had to carry the brand story, not just display logos. Milk packs needed to function as genuine gameplay rewards, Olper's billboards had to feel native to the game world, and the visual language (glossy pillars, creamy clouds, city skylines) had to stand apart from the Flappy Bird aesthetic while staying familiar enough for instant comprehension. Delivery was tied to a fixed campaign window with no room for scope drift.
40+
Custom Assets
None
Install Required
The Solution
The team built Chirri Urri in Unity 2D with a custom WebGL export pipeline so it plays instantly in a browser with zero install. The core loop is a single idea: guide the blue bird Chirri through procedurally spaced golden pillars while collecting Olper's milk packs that stack a breakfast-energy score multiplier. Three-layer parallax city skylines carry rotating Olper's Breakfast billboards, keeping the brand in frame without interrupting flow state. All 40+ game assets (characters, environments, and UI) were designed and illustrated in-house to match the campaign's "Poora Lazzat Bhara Breakfast" visual identity.
The Impact
Chirri Urri went live across the campaign microsite and Olper's social channels on schedule. The one-tap mechanic and instant web delivery drove strong repeat sessions, with players returning to chase milk-pack high scores. FrieslandCampina also walked away with a reusable branded game asset they can activate again for future Olper's Breakfast seasonal campaigns without rebuilding from scratch.
"Chirri Urri captured exactly what we wanted: a game that feels like Olper's, not a game with Olper's stuck on top. The milk pack mechanic was the kind of creative thinking we didn't expect from a development partner."
