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Hendrick's launches summer marketing campaign

Hendrick's Gin has launched a summer marketing campaign which aims to reach almost 40 million people across the UK.

It is the premium gin brand's biggest omni-channel campaign to date, with a £2.5m media investment.

The campaign will centre around a short animated film, created by Quaker City Mercantile, which encourages gin drinkers to 'escape the conventional and embrace the delectable'. Similarly to its Christmas 2020 campaign, the film has been created in a Victorian surrealist style.

The advert will be aired on TV through to the end of August across sporting events, films and dramas. Hendrick's has also commissioned poet Nikita Gill to write a bespoke poem for the campaign, which will air as the brand's first Spotify advert.

These media ads will be supported by out-of-home creatives, including a 'takeover' of bus shelters in July in six UK cities (London, Edinburgh, Manchester, Liverpool, Cardiff and Brighton) and Hendrick's Cucumber Lemonade Garden pop-ups in venues around the country, in-store displays, and social media content.

Ifan Jenkins, UK marketing director at William Grant & Sons, said: "For some, the pandemic will have shackled our curiosity and resigned us to smaller, more conventional lives, confined to our kitchens and gardens. While we found new ways to delight in the familiar, we dreamt of bigger adventures and eagerly awaited the days where we would safely come out of hibernation.

"With the world starting to open up again, there has never been a better time for Hendrick's to encourage and reward our curiosity. We want to remind people of the wonders of a curious life, helping them break from the conventional and embrace the delectable."

22 June 2021 - Bethany Whymark