WhoCult Coffee & Donuts

WhoCult Coffee & Donuts, the food and beverage brand that quite literally has a cult following, with customers travelling as far as Essex every weekend, is set to open its second cafe in The Goodsheds Barry this August. Currently based in Bridgend, South Wales, their cafe has to be one of the most instagramable locations in the UK. The venue is super contemporary with a shabby chic industrial vibe, neon pink mascots, and brushed concrete floors.

WhoCult Coffee & Donuts offers a choice of sensationally tasting and impeccably designed donuts. Not only can you enjoy a Watermellon, Rolo, Jammy Dodger, Homer, Oreo or a Millionaire donut, but you can also sit back and enjoy your donut with just a fantastic milkshake or coffee.

We were tasked to create a campaign that impacted the locals and promoted the upcoming opening of their second cafe at the Goodsheds. Barry Island is best known for Gavin & Stacey, enjoying an expresso at Marco's, enjoying the best fish and chips at Boofy's or a Whitmore and Jackson Fry up and last but not least, taking a trip to the legendary Pleasure Beach Theme Park.

With Barry Island boasting so many well-known amazing attractions, we knew we needed to do something different.

We knew that to pack the biggest punch and drive awareness to the opening of WhoCult at the GoodSheds, a run-of-the-mill advertising campaign just wouldn't cut the donut. So, using our media planning tools and local area knowledge, we planned an out-of-home billboard campaign using main arterial routes in and out of the town. Barry has a population of 51,000, and neighbouring villages such as Dinas Powys and Wenvoe have a combined population of 10,850. Understanding the local area population density and the road systems, we decided on an out-of-home campaign using large format advertisements.

We planned billboards based on main arterial routes into Barry that would provide WhoCult with the highest impact on the locals and visitors in and out of Barry. But we didn't stop there. We created special build billboards to give WhoCult that attraction vibe, placing their donut mascot above the billboard itself. First-class media planning with unique content makes an effective and impactful advertising campaign.