Marston’s, in partnership with MG OMD, Talon and OMNE, has launched Hobgoblin’s new ‘Best Sipped in the Dark’ Halloween campaign under the brand’s new ‘Born Different’ positioning. The out-of-home (OOH) led campaign features a high impact special build creative using glow in the dark UV paint on the Ebor Street Mural in Shoreditch. The campaign is live now and will run until November.
The campaign strategy looks to ‘break the mould’ by using impactful OOH creative across various, 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 stockists 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.