Hendrick's Gin:
Curious Cucumber Collection

• Concept

  Hendrick’s Gin launched the Curious Cucumber Collection, bringing the world’s most surreal and unusual cucumbers to the masses, and delivering these rarest of refreshments unto the world in cocktails that captivate the imagination and taste buds of drinks lovers everywhere.

  To convey our mission to protect the peculiar, the IAT executed a multi-channel campaign inclusive of PR, Experiential, Social and Paid Media with the goal of amplifying the visibility and reach of the ultra-rare, limited edition Curious Cucumber Collection.

  To celebrate the launch of the Hendrick’s Curious Cucumber Collection, the team executed a multi-phased approach that began with embargo outreach prior to widespread outreach to a variety of media across verticals including food and beverage, general news, lifestyle, culture, tech and more.

  Our efforts were supported by four major campaign elements:
  —A partnership with educational expert Lenore Newman to identify ultra-rare cucumbers from all over the world
  —A partnership with renowned farm The Chef’s Garden to meticulously grow, study and harvest these cultivars
  —An ultra-rare CSA variety kit complete with branded collateral
  —An intimate dinner experience to guide top tier media through a tasting of each of our cucumbers in a variety of ways.

• Services

  Creative Strategy
  Partnerships
  PR Strategy
  Media Relations

• Team

  QCM
  Dentsu

• Discipline

  Lifestyle
  Food & Beverage