The Economist 'Feeding The Future'

The Feeding the Future campaign is a part of The Economist’s live content marketing program, devised by Sense to attract new readers through creative and provocative experiences. The always-on program, which commenced in 2014, aims to educate the public on the facts surrounding sustainable food sources whilst driving subscriptions. Our activations set up a challenge: we offered people ice cream and crepes enriched with insects, smoothies made with ugly food rejected by grocery stores, burgers that bleed made from plants and coffee made with water from a porta-potty. All those who were open minded enough to go for it, were the right fit for the brand and were encouraged and signed up to a trial of the magazine. The strategy and creative executions have been adapted for 14 countries worldwide, achieving over 130,000 global subscriptions. The campaign has won 18 awards to date. US cities include New York, Chicago, D.C, Boston, Philadelphia, San Francisco and Los Angeles. “It has been fantastic to see results continually improving through the campaign. We now see experiential as our key to marketing in the real world. Sense has taken this campaign concept to the next level, building a solid success case study that is currently feeding into our future experiential marketing strategy.” Marina Haydn, Managing Director, Global Circulation, The Economist