Hendrick's Gin - The Curious Cucumber Zoo

How do we gain exposure and offer tastings for Hendrick’s Gin while educating and reaching ‘new drinkers’, through the most curious and cucumberish brand experience?


We opened a curious cucumber zoo, of course. As an alternative for the global 'Adopt a Cucumber' campaign, we've created another unusual activation to celebrate cucumber day. After introducing world’s biggest, smallest and most unusual cucumber zoo coming to Amsterdam through a bartender kick off night, press event, pr and social media, consumers visited a zoological pop-up bar and sipped Dr. Cocktails for five days. Dr. Maximilian Montague Medwin - cucumber expert and actor - arranged guide tours along all curious cucumbers, like the mythical 18-carat golden mistress looking for a new owner.


  • All reservations slots fully booked before the event
  • Reach of 3.786.553
  • 34 media publication including Metro, Parool, 3FM, Esquire, ELLE, Entrée
  • 276 social media posts

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