Hendrick’s celebrates cucumbers with TR campaignBy Melita Kiely
Hendrick’s Gin is targeting travellers with the second edition of its Hendrick’s Gin Global Travel Retail World Cucumber Day campaign.
The campaign will lead up to World Cucumber Day on 14 June, with various activations lined-up to take place in airports around the world.
Hendrick’s has created a travelling ‘Cucumber Curiositarium’, which features a selection of different cucumber varieties presented in display jars.
Examples include the ‘world’s most adored cucumber’, the ‘invisible cucumber’ and the ‘explorer cucumber’.
The campaign first got under way at Amsterdam Schiphol airport in March, and will also launch in airports in Auckland, Melbourne, Perth, Changi, Barcelona, Madrid, London Gatwick, Dubai, Frankfurt, Hamburg, Taoyuan and Brussels.
Furthermore, the cucumbers will take to the seas on three Carnival ships with Heinemann throughout May and June.
Ifan Jenkins, head of marketing at brand owner William Grant & Sons, said: “We want to disrupt passengers as they travel through the airports and brighten up their day with some unexpected fun moments.
“Our primary targets for this campaign are curious consumers who delight in the unusual. We are also expecting to recruit new consumers at a large scale and engage a broader audience with our unique brand world and exquisite liquid.”
Fans are encouraged to get involved on social media using the hashtags #HendricksGin and #WorldCucumberDay, while a microsite will launch in May at worldcucumberday.com.
Last year, the inaugural World Cucumber Day campaign reached 37 airports and 70 million passengers in 10 weeks.