The Economist with marketing agency Sense launch latest twist on successful experiential campaign

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 newspaper is showing people that ugly, discoloured or misshapen produce, which is rejected by supermarkets can still be eaten and tastes great.

The Economist Experiential Campaign at One New Change

The Economist Experiential Campaign at One New Change (source: Promo Marketing Article)

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.

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

Sense Senior Account Manager Daniel Hennessey added: “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 experiential campaign started on 29th November in Liverpool Street Station, before visiting One New Change. It will also visit multiple train stations before the end of March 2018 including Victoria, 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 across five continents.

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