1. Trade
Hooch wanted to become a mainstream, culturally relevant choice for 18–34-year-old drinkers. The summer campaign needed to build recognition beyond the brand’s heritage, placing it within the environments where its audience spent time and made purchase decisions.
R4 secured the media at 50% below market rate, bringing outdoor, transport, retail, and Spotify together within one coordinated campaign. Each format had a clear role, combining citywide scale with repeated visibility in the same priority audience catchments.
2. Plan
Planning focused on Manchester, Edinburgh, Bristol, Nottingham, Sheffield, and Newcastle. Using Experian Mosaic, R4 identified two priority audience groups: Rental Hubs and Transient Renters. Both showed strong alignment with urban social life, regular transport use, convenience shopping, and takeaway environments.
The media mix followed those behaviours. Adshel Live and Street Hub digital screens provided repeated street-level visibility across commuter, retail, and nightlife routes. Paper-and-paste 48-sheets gave Hooch sustained large-format presence at full share of voice, while digital billboards added standout along busy arterial roads.
Bus Streetliners extended coverage through continuous city movement, with Edinburgh taxi supersides supporting the brand’s PR activity. Rail screens reached audiences during station dwell time, supermarket placements brought the message closer to purchase, and chicken shop screens maintained visibility in late-night social settings.
Spotify connected those physical environments with personal listening, targeting adults aged 18–34 across the same six cities. The aim was to make Hooch familiar through multiple relevant encounters across the day.
3. Activate
Activity ran from 20 July to 2 October 2026, with formats phased around their role in the campaign. Buses launched first, followed by the core outdoor activity, while Spotify and chicken shop screens sustained presence beyond the main summer burst.
Street-level screens, billboards, and transport media worked together across the six cities, giving Hooch visibility throughout everyday journeys. Supermarket placements reinforced the message close to purchase, while chicken shop screens and Spotify extended the campaign into social settings and personal listening.
R4 reconciled delivery against approved bookings, live-site reporting, and final media owner information, confirming what ran and ensuring the audience strategy carried through into delivery.
4. Result
The campaign combined broad urban visibility with repeated exposure around commuting, shopping, and social occasions.
The campaign recorded:
- 175.13 million estimated media impacts and impressions across OOH and Spotify
- Six cities connected through outdoor and digital audio
- 92.42% Spotify ad completion rate
- 100% of served Spotify impressions within the target 18–34 age band, according to platform reporting
- 50% saving against market rate
By concentrating complementary formats within the same cities, the campaign gave Hooch a sustained presence across the places its audience moved through, shopped and socialised, building repeated opportunities for the brand to be seen and considered.