Food For Thought with The Economist

- Jul 24, 2018 -

 

With our new Experiential Sampling service being introduced in our last newsletter, we’re excited to have started off Q2 with a series of thought-provoking campaigns with The Economist.

Feeding the Future is an enlightening study: “The world’s population is projected to reach 11 billion by the end of the century. Feeding that many people will be a challenge & it’s further complicated by the impact of climate change!”

 

In an attempt create exposure for these issues, and in-turn generate subscriptions, The Economist have produced five unique and engaging pop-ups to take place in London offices from our network:

  • Meat Makers – Tacos made from plant-based meat highlighting the issues linked to the livestock farming industry.
  • Waste Food – Free smoothies made with fruit and vegetables rejected by supermarkets for being misshapen/wonky/miscoloured even though perfectly good to consume to showcase the vast amount of edible food that is wasted.
  • Insect Ice Cream – Ice cream enriched with insects to demonstrate that insects are a sustainable and healthy alternative protein source and make the idea of eating insects palatable in the western world
  • Insect bars – Energy bars made with cricket flour raise awareness of insects as a sustainable protein source , similar to insect ice cream
  • Grounds for change – Coffee grounds are often thrown away but can be reused for several different things i.e. plant fertiliser, furniture and biofuels to power buses. This campaign demonstrates these smart uses and ask people to select how they would like their grounds to be used, once they receive a free coffee.

 

 

On street sampling is already a key component in The Economists’ marketing strategy. By adding our experiential office sampling to their plan, The Economist are now able to directly target their target audience in an environment where they’re more likely to engage with the brand, free from any other marketing clutter.

Since June 2018 we have produced five pop-up campaigns with The Economist, and the feedback has been tremendous. Don’t miss out on an opportunity to be informed about these issues and enjoy a unique sample – they may be in your office soon!

Keep up to date with the various campaigns on our social media channels with #FeedingTheFuture.

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