Hendrick's Gin is setting out to appeal to Australians by growing a new kind of cucumber -- an "unusually Australian" one.
The rose and cucumber-infused gin brand is setting out on this horticultural quest over a 10-week period, at a purpose-built greenhouse at the University of Sydney. There, expert cucumberist (yes, that's a thing) Robyn McConchie, Professor of Horticulture and Pro-Dean of the Faculty of Agriculture and Environment, and her team of growers will aim to develop a "world-first harvest of unusually Australian Cucumbers."
Fans of Hendrick's Gin will help the growers choose which "unusually Australian" ingredients are used to fertilize the cucumbers by voting on the brand's Facebook page. For example, they can choose between kangaroo or emu poop as a fertilizer.
The campaign is by Sydney agency Lavender. Executive creative director Marco Eychenne said in a statement: "We wanted to create a cucumber variety that was truly of Australia. We're hoping it will pick up some unusual characteristics, adding a twist to the classic Hendrick's, tonic and cucumber mix. The goal is for drinkers to be able to enjoy a Hendrick's and tonic, accompanied by a slice of the cucumber they helped create."