2025//Media, Food & Beverage

WHOCULT: Local Growth Campaign

WHOCULT is one of South Wales' fastest-growing independent coffee and donut brands. From its origins as a cult streetwear label to a vertically integrated retail and bakery operation, the brand has built a loyal following driven by product quality, community, and pace. As WHOCULT expanded from its original Cardiff city centre location to major new sites including the Red Dragon Centre, the challenge was clear: drive sustained footfall at scale without losing cult credibility. R4 has partnered with WHOCULT for years, supporting each phase of growth with disciplined, repeatable out-of-home media designed to put stores directly in the path of high-intent audiences.

//Negotiation & Value Creation

1. Trade

Media Access & Value Control

Rather than chasing premium formats for visibility alone, R4 focused on owning proximity and frequency around WHOCULT's trading zones.

We secured high-impact roadside inventory across Cardiff using a combination of:

Paper & paste 4- and 16-sheet formats
Long-stay roadside locations
Vinyl placements in high-footfall retail corridors

All placements were negotiated to maximise coverage density, ensuring WHOCULT dominated the visual environment around key routes, transport hubs, and destination retail areas — without inflating cost.

The result was consistent presence, not sporadic bursts.

//Strategic Media Planning

2. Plan

Footfall-Led Location Strategy

Planning was anchored entirely around movement and behaviour, not demographics in isolation.

Key considerations included

Commuter routes into Cardiff city centre
Pedestrian-heavy leisure corridors
Proximity to shopping, dining, and entertainment destinations
Repeat exposure across a four-week trading cycle

The plan was designed to deliver

High weekly frequency
Strong recall through repetition
Immediate relevance to people already on the move

Creative messaging remained bold, simple, and unmistakably WHOCULT - built to cut through in real-world environments where attention is earned, not assumed.

//Campaign Execution

3. Activate

The campaign delivered

20 roadside placements across Cardiff
A four-week live period with consistent weekly rotation
80 total insertions
Over 3.3 million impacts
Average frequency of 8+

Execution was tightly managed to ensure

On-time posting
Clean, well-maintained sites
Visual dominance across the live period

This wasn't a launch-and-leave campaign. It was designed to sit in market, reinforcing brand presence day after day as WHOCULT continued to scale.

//Measurable Outcomes

4. Result

Measurable Footfall Growth

Sustained increase in brand visibility across Cardiff
Strong uplift in store awareness around newly launched locations
Reinforced WHOCULT's position as a destination brand, not a niche player
A proven, repeatable OOH model now used across multiple store openings

Most importantly, the campaign delivered what mattered: people through the door.

WHOCULT continues to grow. The media strategy scales with it.

02//Take Action Now

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Trade. Plan. Activate.

We work with ambitious brands and organisations that value clarity, pace and measurable commercial outcomes. We combine senior leadership, hands-on delivery and deep market knowledge to make media perform under real-world conditions. No bias. No lock-in. Just disciplined media, built to grow brands.

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