Hobgoblin reveals "most far-reaching" Halloween campaign
Hobgoblin is launching its “most-inspired and far-reaching” campaign to date, in the run up to Hallowe’en.
The campaign, which has the strapline “Best Sipped in the Dark”, runs between now and November across multiple media channels.
The premium bottled ale brand is revealing interactive UV/ glow in the dark murals in London for Hallowe’en 2020. This will be supported by out of home executions in city centres across key regions.
Over the Halloween weekend, various social media platforms (including Facebook, Facebook Live, Twitter, Instagram, Spotify, YouTube and ZOOM) will host the inaugural Hobtoberfest. This virtual festival weekend of activities is set to entertain consumers with tattoo and art giveaways, a festival home brew challenge, mixologist-led beer cocktail tutorials, and an extraordinary eating session.
Hobgoblin’s Marketing Manager, Joanne Wyke 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.
“Around 77% of millennials spend specifically on Halloween, and it over indexes with females. A total of 49.5 million pints of Hobgoblin has sold in the UK in last 12 months, and during lockdown the beer has delivered phenomenal growth, proving its status as a trusted national brand. This Halloween we’re really going for it in true goblin fashion, to excite existing Hobgoblin drinkers and to reach out to the unconverted.”
The Hobgoblin campaign will also build on the success of Hobgoblin’s ‘Ant Vermouth’ cocktails of 2016 by hosting a four-course ‘Best Sipped in the Dark’ dinner at acclaimed Pidgin restaurant in London’s Hackney.
Restaurateur James Ramsden has created a Halloween Week Menu that is full of surprises - pairing the four Hobgoblin beers with bespoke dishes including: Beef and Cricket Larb, spiced raw beef with spicy crispy crickets and lettuce; Cricket Flour Blinis, with soured cream; Smoked salmon, caviar and fried crickets; Grasshopper Gougeres, cheese puffs stuffed with a grasshopper ramp’ant and finished with garlic and parsley butter; and Buffalo Worm Truffles, chocolate and cherry truffles coated in a crispy buffalo worm and hazelnut praline.
In addition, ‘Hobgoblin Beer and Bugs’ Snack Packs will be available to purchase online from the Hobgoblin shop.
All of the Halloween campaign content will be hosted on the Hobgoblin website: https://www.wychwood.co.uk/.