Hendrick’s unveils Cucumber Couriers campaign

Hendrick’s UK has embarked upon a new on-trade campaign to heighten awareness of the Hendrick’s and tonic serve garnished with cucumber.

Brand ambassadors will visit nigh on 100 bars throughout the UK as part of the gin’s ‘Cucumber Couriers’ campaign.

The ambassadors will travel in style in sidecars on vintage motorbikes, which have been wrapped to resemble cucumbers visiting key cities including London, Leeds, Nottingham, Leicester and Loughborough.

Each ambassador has been tasked to “theatrically” remind bartenders how to garnish the Hendrick’s and tonic with three wafer thin round slices of cucumber.

Bartenders can also access an online, interactive, video-based training site that explains the “correct components” needed to create the “perfect” serve.

“You’d be forgiven for thinking a giant cucumber overtook you as we travel the country on a mission to ensure every serve is as wondrous as the next,” said Sam Bovill, senior brand manager for Hendrick’s UK.

“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.”