Having already generated more than 15,000 subscribers, The Economist’s continuing experiential marketing strategy saw the launch of a new campaign across London, recently, entitled Future Forces.
Over the coming months, experiential teams will inspire city centre workers to subscribe to The Economist by introducing them to key innovations that could shape our future. Over the next week, Londoners will be offered delicious free crepes with a difference – they’ll contain an insect filling.
On the menu are:
-Cheesy Crickets, a savoury option with a variety of cheeses with crickets
-Banana Choc Crick, a classic crepe of Nutella and bananas topped with extra crickets
-Lemongrass (hopper), with lemon and sugar with grasshoppers
– Appleworm, a spicy apple chutney with mealworms
-Scurry Berry, raspberry jam mixed with mealworms
The aim is to get across the highly nutritional nature of insects, which could provide the answer to the impending world food shortage.
“Those people who don’t fancy an insect-filled crepe will still enjoy the nutritional benefits as each is made from 30% insect flour, while crushed bugs are also used in the batter,” explains Daniel Hennessey, Account Manager at real world marketing agency Sense.
Commenting on the new campaign, Marina Haydn, SVP of circulation and retail marketing for The Economist, said: “Experiential marketing approaches are now a core element of The Economist’s global subscription marketing strategy. Our current live campaigns are all united by a strategy built on the foundation of our brand introducing forces that are shaping our future to potential readers.
“Insect crepes are a great way for us to deliver a mind-stretching experience as an entry point to The Economist. Our goal is to give a content-rich – and tasty – experience that is unforgettable for Londoners.”