Hendrick’s ramps up TR activity for World Cucumber Day

14th June, 2018 by Nicola Carruthers

Following the “huge success” of last year’s World Cucumber Day, Hendrick’s has upscaled its travel retail focus for the 2018 event.

The ‘Cultivate the Unusual’ campaign has been activated in a number of travel retail stores

To celebrate World Cucumber Day (14 June), William Grant & Sons ramped up Hendrick’s “eccentric” marketing campaign for 2018 to “build global attention” for the brand.

William Grant & Sons worked with retailers DFS, Dufry, Delhi Duty Free, Harding Retail, Heinemann and Lagardère Travel Retail to launch the ‘Cultivate the Unusual’ campaign in global travel retail through a combination of tasting bars, branding, promoters, gifts and “striking” theatre pieces.

This year’s campaign kicked off at Amsterdam Schiphol where ‘The Dam’ cucumber specimen No 7 featured with a Penny Farthing cycle.

High-profile activations have also taken place throughout June at London Gatwick South, Frankfurt, Hamburg, Munich, Brussels, Dubai, Kuala Lumpur, Sydney, Melbourne, Auckland and Cancun.

“World Cucumber Day is yet another example of the innovative, quirky, and unusual marketing ideas that we have come to expect from Hendrick’s gin and brand owner William Grant & Sons,” said Ann-Kathrin Fürer, head of activity management at Gebr. Heinemann.

“This year’s Curiositarium activation has once again been fun, imaginative and totally over the top. We were delighted to start the ball rolling this year for World Cucumber Day at Amsterdam Schiphol and we’re very confident that the sales results will prove the value of activations such as this – not just for Hendrick’s but the gin category as a whole.”

William Grant & Sons’ head of marketing, GTR, Ifan Jenkins, said: “Over the years, GTR has played a pivotal role in the growth of Hendrick’s Gin as the world’s number one super-premium gin.

“Our retail partners have brilliantly brought the peculiar brand world of Hendrick’s to life with disruptive wall bays and displays featuring bath tubs, giant tea cups, birdcages, and bicycles.”

Last year, Hendrick’s hit the million-case sales mark for the first time after recording 13% growth, according to Brand Champions data.

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