HRG celebrate World Cucumber Day

HRG celebrate World Cucumber Day

Staff at HRG headquarters celebrated World Cucumber Day on June 14th and what a curious day it was!

‘Cultivate the Unusual’ was the theme and fully adopting this and supporting our client William Grant and Hendricks, HRG celebrated this day with treats, games and even a competition to carve out the most interesting cucumber. HRG staff had the opportunity to enter and there were some curious entries to say the least. With great difficulty, three winners were chosen. The first winner was rewarded with their very own bottle of Hendricks and a fabulous Gin & Tonic tea set – very on trend with g&t fans!

In the run up to World Cucumber Day, William Grant & Sons have been running a global campaign to highlight their super-premium gin, Hendricks. Infused with the uncommon combination of cucumber and rose, this really is a gin like no other.  They have partnered with leading travel retailers in a worldwide promotion inviting consumers to take part in a World Cucumber Day experiment – encouraging them to harvest their green fruit so it can be used to garnish their gin & tonic.

Whilst launching a World Cucumber event for our staff to learn about the Hendricks story, for travel retail across the world, we created a World Cucumber Day Platform aimed to create a deep and meaningful relationship between travellers and cucumbers through scientific experiments. The platform consisted of engagement concepts including a cucumber slicing bicycle, a themed wheelbarrow and printed POS to educate and direct shoppers to the online activity for World Cucumber Day.

There was even Hendricks World Cucumber Day currency given in exchange for a free Hendrick’s Gin and Tonic at fixture – a great way to engage shoppers and encourage trial. Want to learn more about what we do, contact us at

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