Consumers can exchange a cucumber for a free gin and tonic thanks to a new promotion by gin brand Hendrick’s to celebrate World Cucumber Day.
Dubbed ‘Cucumber Hour’, the stunt will take place at various Young’s, Balls Brothers and Alchemist bars and pubs on 14 June from 5-8pm.
The gin brand is also promoting a rather unorthodox offer to ‘adopt a cucumber’ to celebrate the day, for those who don’t want to grow their own but can now nurture a virtual cucumber plant via Facebook Messenger.
Clicking the link takes punters to the site, where an automated bot begins a conversation about recent lighthearted research into the growing conditions for cucumbers, before asking you to name your cucumber and sending an Official Certificate of Cucumber Adoption.
The company has a history of outlandish celebrations for World Cucumber Day – last year it turned a London double-decker bus into a giant cucumber and toured the capital serving gin and tonics and cucumber macaroons.