Hendrick’s Gin revels in World Cucumber Day GTR campaign

By Andrew Pentol |


Hendrick’s had made World Cucumber Day its own, according to brand owner William Grant & Sons.

Wiliam Grant & Sons (WGS) is celebrating World Cucumber Day today (14 June) following the success of its second annual Hendrick’s gin GTR World Cucumber Day campaign.

Over the past three months, build-up campaigns have taken place worldwide from Auckland to Amsterdam, Spain to Singapore and Delhi to Dubai. Global travellers have been able to cultivate and embrace their ‘unusual’ side via Global Travel Retail ‘Cucumber Curiositarium’ activations.

A ‘currency exchange’ promotion at participating on-trade venues globally has enabled consumers to exchange their cucumber (hopefully home grown) for a free Hendrick’s & Tonic.

The huge success of World Cucumber Day in 2017, prompted the upscaling of the campaign, themed ‘Cultivate the Unusual’, in 2018. This is in line with WGS’ remit to build global attention for the super-premium gin.


First invented by cucumber growers in England in 2011 to extol the virtues of this ‘gallant and remarkable fruit’, Hendrick’s has made World Cucumber Day its own, according to WGS. This year, more than 50 airports took part in the GTR campaign, along with cruise ships, ferries and border stores.

WGS has worked particularly closely with retailers including DFS, Dufry, Delhi Duty Free, Harding Retail, Gebr. Heinemann and Lagardère Travel Retail to bring the campaign to life in GTR using a combination of tasting-bars, branding, promoters, gifts, and theatre pieces.

Key to the campaign this year are the 22 ‘Cucumber Curiositarium’ specimens presented in display-jars.  Each specimen has its own character and story and includes: ‘The World’s Smallest Cucumber’ (Specimen No 2); ‘The Flying Cucumber’ (Specimen No 5); the ‘Explorer Cucumber (Specimen No 6) and even ‘The Invisible Cucumber (Specimen No 3)!

Localised specimens have also been developed for individual or regional airports. These include: The Climbing Cucumber (9) for Frankfurt, The Conducting Cucumber (12) for Vienna, The Tallest Cucumber (15) for Dubai, The Indulgent Cucumber (17) for Brussels and The Well Balanced Cucumber (21) for Kuala Lumpur.


Global travellers have been able to cultivate and embrace their ‘unusual’ side via Global Travel Retail ‘Cucumber Curiositarium’ activations.

This year’s campaign began at Amsterdam Schiphol where ‘The Dam’ cucumber specimen No7 featured with its own Penny Farthing cycle.

Ann-Kathrin Fürer, Head of Activity Management, Gebr. Heinemann said: “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.

“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.”

Gebr. Heinemann has also supported World Cucumber Day on it own social media platforms.


This month, high-profile promotions are running at key airports including London Gatwick South — the airport recently launched its first Summer Festival — Frankfurt, Hamburg, Munich, Brussels, Dubai, Kuala Lumpur, Sydney, Melbourne, Auckland and Cancun.

Sharon Beecham, Vice President Purchasing, Dubai Duty Free commented: “We are delighted to partner with William Grants & Sons and Hendrick’s for World Cucumber Day and to immerse our globetrotting customers in this fun and unforgettable shopping experience.

“We are proud to have Hendrick’s, with its signature cucumber serve, as part of our flourishing gin offering.”

This year also saw the creation of a World Cucumber Day mircrosite, which introduces readers to ‘the most wondrous of fruits’ and ‘magnifies the deliciousness’ of Hendrick’s & Tonic. They are also introduced to the Cucumber Curiositarium specimens and invited to play a ‘Catch the cucumber slices’ game.

WGS 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 having 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.

“World Cucumber Day is another example of how we at William Grant & Sons endeavour to create distinctive, memorable and engaging brand experiences and the support we have received from our retail partners this year has been second to none.


High-profile promotions are running at key airports this month including Melbourne International.

“Hendrick’s is oddly infused with rose and cucumber, so World Cucumber Day has provided us with the perfect opportunity to reaffirm the brand’s ownership of the signature cucumber serve and make it globally famous.

“This year’s ‘Hendrick’s Curiositarium’ which sees a selection of the world’s most wondrous cucumber specimens travelling the globe to build awareness, will – we hope – bring the opportunity to experience our rose and cucumber infused gin to more than 70m consumers worldwide.

“GTR is the perfect environment to give consumers the opportunity to engage with theatrical activations and leave with a new found knowledge that they can share with friends when back home.”

According to Jenkins, it is not just travellers who have had the chance to engage with World Cucumber Day. Gift boxes of seeds and instruction leaflets supplied by WGS have enabled retail staff to cultivate and bond with their own cucumbers from East to West.

He added: “We appreciate that the extraordinary bonds gardeners will have formed with their cucumber may make harvesting today a somewhat emotional experience. Nevertheless, we are sure the pure joy of enjoying said cucumber in its rightful place – as a garnish in a Hendrick’s gin and tonic – will more than compensate for any sense of loss!”

To join in the World Cucumber Day festivities, use the hash tags #HendricksGin and #WorldCucumberDay.


The success of World Cucumber Day in 2017 prompted the upscaling of this year’s campaign, themed ‘Cultivate the Unusual’.



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