To think innovatively about how Hendricks Gin could engage a local Australian market and make relevant an old drink from the other side of the world.
A campaign shaped and evolved by the customer, resulting in the world’s first socially-nurtured, Australian cucumber variety.
Picking up on an interesting ingredient in Hendricks, our creative teams came up with an idea to draw people into the Hendricks story, and actually be a part of it: using social channels to co-create a cucumber.
We set up a greenhouse, and a team of cucumberists, who planted seedlings. Facebook was the customer’s platform for participation in nurturing the cucumbers.
Our audience voted on everything from which unusually Australian ingredients the cucumbers were fertilised with, to which Aussie musos would serenade the fledging seedlings!
Serenading the cucumbers with the comments on social media.
Crates of 7,000 socially raised cucumbers hit bars.
Over 7,000 Unusually Australian Cucumbers were distributed to 360 of Australia’s top bars for an exclusive Harvest event. Customers were beyond eager to sample the bespoke Hendricks cocktails inspired by their creation.
