WE COMMISSIONED CUCUMBER COURIERS FOR HENDRICK’S
On-trade and media campaign to boost awareness of the perfect serve
Over a third of mainstream bars stocking Hendrick’s were not using the signature cucumber garnish, synonymous with the brand. The objective was to raise awareness of ‘the perfect serve’ with bartenders ‘in-person’ as well as via trade press.
People will naturally be more open to new ideas, feel less ‘preached to’ and remember them better if they are delivered in a fun or quirky way.
In keeping with the sense of the Hendrick’s unusual world that captures people’s imaginations, we commissioned a team of theatrical ambassadors to act as ‘cucumber couriers’.
They toured the country, riding on vintage motorbikes with sidecars that look like the cool green fruit. They dropped into bars and pubs armed with a crate of cucumbers and engaged with bartenders via a pre-scripted character performance.
This reminded bartenders of the perfect Hendrick’s and tonic serve; with three delicately sliced, wafer-thin rounds of cucumber.
We captured photography and created a video to bring the activation to life. This was used to approach the key trade media titles we knew bartenders would be reading to amplify and reinforce the serve message.
Assets were also re-purposed for the Hendrick’s Twitter and Facebook accounts, knitting the activity across owned and earned channels.
HOW IT TRAVELLED
Our ambassadors visited 66 venues across the country, delivering 528 cucumbers. Across trade media, 16 pieces of coverage generated 2.7million opportunities to see and 272,000 views on the video.