Hendrick’s Gin, the William Grant & Sons brand, has re-activated its award-winning World Cucumber Day promotion for 2018.
The second Hendrick’s Gin Global Travel Retail World Cucumber Day campaign, which reaches its climax on June 14, celebrates the fruit, most often used as a culinary vegetable, that has become regarded as the brand’s “signature garnish”.
In global travel-retail, Hendrick’s has created its own travelling ‘Cucumber Curiositarium’ which includes what the brand describes as a selection of “individual yet curious cucumber specimens uncovered by expert cucumber catchers” that are presented in display jars for travellers to view in airports around the world.
The 2018 campaign started at Amsterdam Schiphol during March and in the weeks leading up to June 14, there will be new activations at key airports including Auckland, Melbourne, Perth, Changi, Barcelona, Madrid, London Gatwick, Dubai, Frankfurt, Hamburg, Taoyuan and Brussels.
In addition, “curious” cucumbers will take a cruise on three Carnival ships with Heinemann in May and June.
The nature of activations will vary by airport location, but will include a number of “unusual and peculiar items” such as specially-designed “Curiositarium” carry cases, fans, playing cards and neck tags.
William Grant & Sons Global Travel Retail head of marketing Ifan Jenkins said: “Our World Cucumber Day mission is to invite consumers into the Hendrick’s brand world and to reaffirm ownership of the signature cucumber serve. We want to disrupt passengers as they travel through the airports and brighten up their day with some unexpected fun moments.”
Last year’s World Cucumber Day campaign ran in 37 airports, reaching 70 million passengers in 10 weeks, and has won two ‘Best Marketing Activation’ accolades from DFNI this year, at the DFNI Americas Awards in Orlando and the DFNI Global Awards in London.
Following the success in Orlando, William Grant & Sons Americas regional marketing manager Richard Bush told DFNI the 2018 campaign would be “bigger and better than ever”.
“We plan to activate at even more airports so as to do it bigger and better than 2017. This is not just a global travel-retail campaign but a global campaign for Hendrick’s so it is very exciting and offers a 360-degree customer experience by running it in both the high street and duty-free shop,” Bush added.