To celebrate World Cucumber Day on 14 June, The Moodie Davitt Report website has undergone a cucumber-themed makeover to honour Hendrick’s Gin’s ‘unusual green garnish’.
The William Grant & Sons brand’s World Cucumber Day campaign is underway in global travel retail for the third consecutive year, with activations taking place across the globe. This year’s slogan is ‘Pursue the Peculiar & Share the Unusual’.
Activations are taking place at the following airports: Singapore Changi, Bangkok Suvarnabhumi, Hong Kong International, Kuala Lumpur International, London Heathrow, London Gatwick, London Stansted, Amsterdam Schiphol, Frankfurt, Munich, Barcelona, Madrid, DXB (Dubai), Dublin, Istanbul, Vienna, Brussels, São Paulo, New York JFK, Bogota and Rio Je Janeiro plus in the border channel with IGL in Canada.
The quirky campaign centres on Hendrick’s signature garnish – the cucumber – and features ‘cucumber specimens’, gifts with purchase, and interactive experiences.
The cucumber specimens provide the visual centrepiece of each activation, with each presented in special display jars. Each specimen has its own character and story, Hendrick’s said. Specimens include ‘The World’s Smallest Cucumber’, ‘The Flying Cucumber’, and the ‘Explorer Cucumber’.
To create a point of difference, Hendrick’s has introduced a ‘Cucumber Collector’ character this year to explain the stories of the different line-ups of cucumber specimens. These include ‘The Explorer Cucumber’ at Dublin, Gatwick and Heathrow T5; ‘The Sea Cucumber’ at Brussels, Gatwick and Stansted; ‘The Smallest Cucumber’ at Gatwick; and ‘The Dam Cucumber’ at Schiphol.
Adding to the quirkiness, Hendrick’s brand ambassadors are wearing a cucumber collector type safari outfit with cucumber collector catchers (or nets) as uniforms. The intention has been to bring to life the ‘Cucumber Collector’ character, whose back story involves exploration and seeking out the most peculiar, remarkable and rare cucumber specimens.
Interactive experiences include signature serve tasting bars and ‘impulse’ podiums, while the GWP items include fans, playing cards, neck tags, branded tote bags, signature serve leaflets and carry cases.
[The 2018 campaign video highlights the quirkiness of Hendrick’s Gin’s World Cucumber Day celebrations.]
“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,” said William Grant & Sons GTR Managing Director Ed Cottrell.
“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.”
