Hendrick's Gin launches UK-wide curious 'Cucumber Couriers' campaign

Hendrick's UK used a fleet of vintage motorbikes disguised as giant cucumbers to raise awareness among the on-trade community on how to serve a peculiar gin and tonic - garnished with cucumber.

Hendrick's Gin: experiential campaign highlights the importance of cucumbers
Hendrick's Gin: experiential campaign highlights the importance of cucumbers

The activity, which kicked off in London at the beginning of the month and which took place in the Midlands last weekend, will next run in Leeds, from the 20-21 May. 

Hendrick's ambassadors visited bars armed with a crate of cucumbers, giving bartenders pointers on the proper way to garnish a Hendrick's & Tonic, and entertaining them with a group of smartly dressed 'cucumber couriers'. Bar tenders will also be encouraged to visit an online an online training tool. 

Sam Bovill, senior brand manager for Hendrick's UK said: "The Cucumber Couriers service is a most unique initiative offering the noblest of green fruits to bartenders, with a reminder that no bar is fully stocked unless it has sliced cucumber at its helm. It’s a great way to engage with our bartender friends and envelope them into the wonderfully odd world of Hendrick’s."

The campaign was developed in partnership with Splendid Communications, which this year took over the Williams Grant & Sons brand's consumer PR account from Steely Fox. A similar consumer-focused campaign is also planned.

Hendricks has previously launched cucumber-themed experiential campaigns. Last year the brand launched Hendrick’s Air in the US, a 130 foot-long, 44-foot tall ‘flying cucumber’ aircraft. The flying vehicle, which featured a giant eye design, launched coast-to-coast journeys from Los Angeles, San Francisco, Austin, Dallas, South Florida, New Jersey, New York, Philadelphia, Boston, Ann Arbor, Indianapolis and Chicago.

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