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

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...

How experiential marketers can raise the bar in 2018

How experiential marketers can raise the bar in 2018

Read why...

hoola-hooping-at-innocent-drinks-festival-stand

Investment in experiential rises 5.5%, says Bellwether Report

Investment in experiential rises 5.5%, says Bellwether Report

Read why...

Girls sips Coors Light in Ice Cave

How music is helping Coors Light strike a chord with fans

How music is helping Coors Light strike a chord with fans

Read why...

career direction

What’s the price of realising potential?

What’s the price of realising potential?

Read why...

jacobs cracker crisps sampling dance

The human experience – why brand ambassadors count

The human experience – why brand ambassadors count

Read why...

the economist fast forward food tacos future forces sense

Sense’s work with The Economist wins Event magazine’s Outstanding Creative Idea award

Sense’s work with The Economist wins Event magazine’s Outstanding Creative Idea award

Read why...

sense london marketing agency LOU GARROD

The GreenJam experts’ guide to… accelerating your agency career with Lou Garrod

The GreenJam experts’ guide to… accelerating your agency career with Lou Garrod

Read why...