08/12/17

The Economist adds winter flavour to food waste-themed experiential campaign

Latest real world experiential subscription activation from The Economist highlights critical need to reduce food waste by offering fresh soup made with vegetables rejected by retailers.

Share

In a new twist on its #feedingthefuture campaign, The Economist is encouraging Londoners to try free nutritious soup made from vegetables destined for the rubbish bin. Engaging with people through a branded mobile trike, the iconic newspaper is showing people that ugly, discoloured or misshapen produce, which is rejected by supermarkets, can still be eaten and tastes great.

The campaign, devised by marketing agency Sense, forms part of The Economist’s successful Real World experiential strategy designed to increase the media brand’s subscriptions through bringing its content to life in the real world. Supermarkets’ and consumers’ obsession with ‘perfect’ fruit and vegetables is driving the global food waste problem, with 600,000 tonnes of food thrown away each year in the UK by restaurants alone.

“The #feedingthefuture campaign challenges potential readers to consider new ideas and solutions to reflect on more environmentally sustainable approaches towards food production and consumption,” said Marina Haydn, executive vice president, circulation and retail marketing at The Economist.

Commenting on the latest activation, Sense Senior Account Manager Daniel Hennessey said: “Giving away warming tasty waste-food soup on a cold winter’s day is a great way to get people talking about The Economist’s content in an engaging way. By challenging people’s perception about the food we throw away, this activity self-selects the globally curious consumer – just the kind of people who enjoy reading The Economist – increasing brand awareness and driving subscription sales at the same time.”

The campaign started on 29 November in Liverpool Street, before visiting One New Change (30 November), Denmark Hill (4 December) and Victoria Station (5 and 6 December). It will then run from January to March 2018 at various other locations including Canary Wharf, Waterloo, Paddington, Euston, King’s Cross and London Bridge

To date, the #feedingthefuture campaign has generated more than 60,000 subscribers globally for The Economist spanning five continents.

08/12/17

Measuring experiential could be easier than you think

Measuring experiential could be easier than you think

Read why...

Sense-designer-Alana-McDowell

Alana named Badass.gal by The Young Creative Council

Alana named Badass.gal by The Young Creative Council

Read why...

Why using showgirls to sell tiles is bad marketing

Why using showgirls to sell tiles is bad marketing

Read why...

A guide to modern experiential marketing

Sense named one of the 50 Best Places to Work in marketing

Sense named one of the 50 Best Places to Work in marketing

Read why...

innocent Super Juice goes experiential to make Londoners’ days super

innocent Super Juice goes experiential to make Londoners’ days super

Read why...

How one brand quietly won the internet by helping YouTubers keep it real

How one brand quietly won the internet by helping YouTubers keep it real

Read why...

Why we need to close the gender pay gap in marketing

Why we need to close the gender pay gap in marketing

Read why...

Sense-Planning-Director-Dan-Parkinson

Sense appoints new experiential Planning Director

Sense appoints new experiential Planning Director

Read why...

Why repulsion is the secret to modern experiential marketing

Why repulsion is the secret to modern experiential marketing

Read why...