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.
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.
34.4% Facebook fan-base growth in two months
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!
15 million facebook viewers tuned in to our cucumbery content.
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 Hendrick’s cocktails inspired by their creation.