Hendrick’s to celebrate World Cucumber Day with ‘curious’ specimens

Hendrick’s gin, which counts cucumber among its botanicals, is to make a hero of the fruit this World Cucumber Day with a travelling ‘Cucumber Curiositarium’.

Taking place on 14 June, in the run up to World Cucumber Day Hendrick’s will shine a light on curious cucumber specimens presented in display jars for travellers to marvel at in airports around the world.

Among them are the ‘world’s most adored cucumber’; the ‘invisible cucumber’; the ‘sea cucumber’, presented in a tank; and the ‘explorer cucumber’ found ‘deep in the jungle’.

The ‘Cucumber Curiositorium’ at Amsterdam Schiphol airport

In Amsterdam, Melbourne and Sydney airports you’ll find cucumber curiosities specific to the cities, including the ‘dam Cucumber’ and the ‘tubular cucumber’.

“Our World Cucumber Day mission is to invite consumers into the Hendrick’s brand world and to reaffirm ownership of the signature cucumber serve,” said brand owner William Grant & Sons GTR head of marketing Ifan Jenkins.

“We want to brighten people’s day as they travel through the airports 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 scale and engage a broader audience.

“The travel retail channel is a global stage for building brand equity and activations like this are the perfect way to engage directly with passengers through unique retail experiences,” he added.

In the lead up to World Cumber Day Hendrick’s will be working with retailers at key airports around the world including Auckland, Melbourne, Barcelona, Dubai, Madrid and London

Hendrick’s fans will be able to get their hands on bespoke ‘Cucumber Curiositarium’ carry cases, fans and playing cards.

Last year’s first World Cucumber Day campaign ran in 37 airports, reaching 70 million passengers in 10 weeks.

Hendrick’s has always held the cucumber in high regard. The fruit is included among its botanicals and is used as a garnish for a Hendrick’s G&T.