Lavender has been getting its hands dirty. The agency has been working out a very unusual campaign to promote Hendrick’s gin over summer.

The campaign idea is to produce a cucumber. An Unusually Australian Cucumber that will be ready for picking just in time for summer. And just in time to be paired up with Hendrick’s gin, which is unusually infused with cucumber and rose.

Lavender executive creative director, Marco Eychenne, commented, “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.”

Over a 10-week period, in a purpose-built greenhouse at the University of Sydney, expert cucumberist Robyn McConchie, professor of horticulture and pro-dean of the Faculty of Agriculture and Environment, and her team of growers, will develop a world-first harvest of unusually Australian cucumbers to be enjoyed across Australia this summer.

Fans of Hendrick’s Gin will help the growers choose which unusually Australian ingredients are used to fertilise the cucumbers by voting on the brand’s Facebook page. All ingredients have been chosen for their nutritional and unusually Australian properties – the end goal being an unusually Australian Cucumber.

The video achieved 52k views in its first 10 days on Facebook.

Professor McConchie explained, “To develop a unique cucumber variety cultivated with Australian ingredients is a testimony to the innovation of Hendrick’s. It’s never been done before, and we’re excited to be part of it.”

There will be three different unusually Australian ingredient choices for Hendrick’s fans to vote on throughout the campaign. One of these votes will decide between kangaroo and emu poop (poop is rich in nitrogen, critical for plant growth). When fully grown, the cucumbers will be celebrated at a fantastic harvest event, before the cucumbers are distributed for Australians to enjoy over the summer.