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29/09/2020 - News

Hobgoblin Debuts the Unofficial Beer of Halloween

Marston’s, in partnership with MG OMD, Talon Outdoor and OMNE, have launched Hobgoblin’s new brand campaign, Born Different, ahead of the Halloween period.

The out-of-Home (OOH) led campaign aligns with the brand’s strapline “Best sipped in the dark” with the lead creative using glow in the dark paint on the Ebor Street Mural in Shoreditch. The campaign is live now and will run until the end of November.

The campaign strategy looks to ‘break the mould’ by using impactful OOH creative, different formats (LFD, fly posters, murals, banners and D6s).  Stand-out OOH sites in specific regions have been chosen as the brand looks to broaden its drinker base and display the award winning range including Hobgoblin IPA, Gold and Ruby. The OOH creative will be activated in key UK cities aligned to the on-and-off trade stocklists including; London, Leeds, Sheffield, Manchester, Birmingham and Liverpool.

The campaign will be further supported across Hobgoblin’s social channels enabling the brand to extend their reach and bring the campaign to life in the digital sphere.

Joanne Wyke, Marketing Manager said: “Consumer spending on Halloween has almost doubled since 2013 to become the second biggest drinking occasion after New Year’s Eve, and the third most popular retail event after Easter and Christmas.” 

Ryan Cummins, Client Business Director, MG OMD adds: “The brand’s brave new campaign is in response to an increasingly proliferating beer market in terms of both drinkers and the drinks themselves. Hobgoblin has heritage and a great tasting portfolio, but the challenge is attracting the younger drinker and displaying the award-winning range. OOH provides the geographical context in the key cities and the bold statement pieces providing the perfect canvas for the stand-out creative.” 

The campaign was planned and bought by MG OMD, OOH by Talon and creative by OMNE.