08/02/17

How sampling free ‘ugly fruit’ smoothies lead to thousands of subscriptions to The Economist

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We are launching the next activation in the Feeding the Future campaign series with The Economist, which aims to highlight the impact of food waste on the environment, and the economy: “Waste Not. Want Not”

As part of the “Waste Not. Want Not” program, an Economist-branded fruit and vegetable cart will take to the streets offering pedestrians a free smoothie made from produce that is destined for the trash – illustrating that ugly, wonky or bruised fruit and vegetables that are rejected by supermarkets can still be eaten and taste great. We have partnered with Hungry Harvest, a startup that’s rescued over four million pounds of produce from going to waste, who will provide the ugly produce. Consumers who participate in the program will have the opportunity to subscribe to The Economist at an introductory rate of 12 weeks for $12 and as a special gift can opt to have the publication plant a tree on their behalf.

Consumers will gain an understanding of how “ugly” ingredients are, in fact, perfectly edible, healthy and delicious, but are often thrown out before even arriving at the market. The activation will shine a light on the fact that each year 30-50% of food produced globally goes to waste, $750 billion worth of food is thrown away, and in America, 35 million tons of food are discarded. Reducing this by just 15% could feed more than 25 million people each year.

The Economist reader is someone who is globally curious and cares about the world beyond their backyard,” said Yanna Wilson-Fischer, Director, North America Marketing & Global Experiential, The Economist. “The Feeding the Future campaign brings our mind-stretching journalism to life in a way that encourages potential readers to step out of their comfort zones and reconsider what they know about The Economist.”

Sense partnered with The Economist to develop the award-winning Feeding the Future campaign framework and execute these provocative programs. These programs were designed to educate the public on facts surrounding their footprint on the planet, while simultaneously growing The Economist’s brand awareness and audience.

“Sense is all about bringing brands ‘to life’ through innovative experiences and we are pleased to work with The Economist to develop and launch these engaging activations,” said Sarah Priestman, President, Sense New York. “Building on our successful campaigns in the UK, we are leveraging the campaign framework to bring live experiences that present The Economist brand to the US market in new and unexpected ways.”

Launched in the U.K. in 2014, The Economist’s experiential activities have generated more than 30,000 new subscriptions worldwide to date. In addition, its marketing program garnered a 2017 #DoDifferent award for Long Term Strategy from the Marketing Agencies Association (MAA) and the MPA Imagination Award for Audience Development, as well as numerous other awards.

 

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