An award for World Cucumber Day

World Cucumber Day wins Best Marketing Campaign of the Year

We are delighted to pick up a Frontier Award for ‘Best Marketing Campaign of the Year’. The award came in recognition of our intriguing awareness-building campaign for Hendrick’s Gin’s World Cucumber Day in airports around the world.

Hendrick’s Gin is a brand that offers a taste of the unusual. With that in mind, coinciding with Hendrick’s specially concocted World Cucumber Day, we cultivated concepts that celebrated great eccentricity but effectively increased sales.

Cue a refreshingly different display

Furnished with curiosities including a cucumber slicing bicycle, a cucumber crank and a well-stocked wheelbarrow, Hendrick’s Gin made a head-turning presence in global retail travel outlets. The furniture and experiential elements we designed were scalable to suit each individual space to combat the display challenges across all airports.

Pushing online exposure of the activation was an important part of its success. This is why we focussed the POS on educating and directing consumers to engage in the brand’s online activity. To increase awareness we also created a personalised email campaign, which was sent to Global Travel Retailers to celebrate this new annual event. Animated HTML5 banners for display on the retailers’ websites were also created and contributed to over 700 million consumers reached throughout the 10 week campaign.

The ultimate accolade

The Frontier Awards recognises best practice, innovation and excellence across the global travel retail industry. Winning an award is the ultimate accolade, making this one of HRG’s proudest moments. Lucy Tugwell, HRG’s Travel Retail Account Director commented “With the category full of amazing entries, we were up against stiff competition. Receiving this award is a huge achievement for both our client and HRG. ’’

At HRG we are prized for our approach to retail marketing that is both creative and strategic. Are you looking for a campaign to raise your brand profile that could even be the next award winner?  Contact us or also subscribe to our email newsletter.




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