Over a third of mainstream bars stocking Hendrick’s Gin 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.
Responding to a shortage of cucumbers in the UK, Hendricks Gin created the ‘Emergency Cucumber Delivery Service’. The country's first emergency service delivers fresh chilled cucumbers to bars around the country.
Working in partnership with Splendid Communications, we purchased two vintage sidecar motorcycles and commissioned Just Motorcycles to renovate and create cucumber inspired motorcycle and sidecar.
The ‘cucumber couriers’ toured the country, riding on vintage motorbikes dropping into bars and pubs armed with a crate of cucumbers and engaging with bartenders, reminding them of the perfect Hendrick’s and tonic serve; three delicately sliced, wafer-thin rounds of cucumber. The cucumbers bike visited 66 venues across the country, delivering 528 cucumbers.