Hendrick’s gin inspires cucumber collectors in global TR campaign

By Charlotte Turner |

Hendrick's-third-World-Cucumber-Day-leadToday, Hendrick’s gin global travel retail World Cucumber Day campaign returns to airports and other travel retail locations around the world with the slogan ‘Pursue the Peculiar & Share the Unusual’.


The high profile activation centres on Hendrick’s signature garnish – the cucumber – in a quirky and unusual campaign featuring the world-renowned ‘Cucumber Specimens’, gifts with purchase (GWP) and interactive experiences.


The visual centrepiece of the activation is the aforementioned Cucumber Specimens, presented in special display jars.


This year, Hendrick’s has introduced a Cucumber Collector character to explain the stories of the different line-ups of cucumber specimens.



High profile brand activations have kicked off in travel retail locations across May and June and features at major international airports including Changi, Bangkok, Hong Kong, Kuala Lumpur, Heathrow, Gatwick, Stansted, Schiphol, Frankfurt, Munich, Barcelona, Madrid, Dubai, Dublin, Istanbul, Vienna, Brussels, Sao Paulo, JFK, Bogota, Rio and IGL Canada.


The quirky World Cucumber Day campaign in all its glory at Bangkok Airport.

The Cucumber Specimens and Cucumber Collector are complemented by various interactive experiences, primarily based on signature serve tasting bars and ‘impulse’ podiums.


Also available as part of the promotion are unusual and peculiar GWP items including fans, playing cards, neck tags, branded tote bags, signature serve leaflets and carry cases.


Extra fun is brought to the activation by new Hendrick’s brand ambassador staff uniforms – a ‘cucumber collector’ safari outfit with cucumber collector catchers (nets!).



William Grant & Sons GTR Managing Director Ed Cottrell said: “As ever we have had great fun in putting our World Cucumber Day activation together, and I believe the promotion is now firmly established in the travel retail brand calendar.



“New elements have been added to the campaign this year to cement that and it can be seen by travellers at some of the world’s greatest and busiest airports, as well as other travel retail locations.


“The travel retail channel is a global stage for building brand equity and activations such as this are the perfect way to both create personality for William Grant’s disruptive brands such as Hendrick’s and engage directly with passengers through unique retail experiences.


“We look forward to the campaign delivering more great results for our retail partners across the globe, as we seek to delight, entertain and inform our customers.”


The hashtag links for the promotion are #HendricksGin and #WorldCucumberDay


OUT NOW: June/July issue + Top 10 Airports

The TRBusiness June/July 2024 edition, featuring the Top 10 Airports report, is now available...


TR Consumer Forum 2024 photo gallery now live

The TR Consumer Forum 2024 was packed with memorable moments, from the very first networking...


TR Consumer Forum welcomes Gulf Beverages

TRBusiness is proud to announce Gulf Beverages and African + Eastern as Diamond Sponsors for the...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend