The Economist highlights the impact of food waste on the environment through its #feedingthefuture campaign in the UK

The Economist highlights the impact of food waste on the environment through its #feedingthefuture campaign

Articles on sustainability come to life with free treats for Londoners, Mancunians and Brummies

London, UK – 26 April 2017 - The Economist, a leading source of analysis on international business and world affairs, today launched its latest #feedingthefuture campaign in London neighbourhoods, followed by Manchester and Birmingham on select days from 26th April through 18th May.

The #feedingthefuture campaign, with the assistance of agency Sense, aims to bring Economist articles to life by offering pedestrians various food and coffee treats tied to Economist articles that highlight pressing environmental issues. The experiential marketing activity demonstrates real-world solutions for a sustainable future.

Londoners in Denmark Hill, Kingston, Boxpark, Chiswick High Road, Sloane Square, Clapham High Street, Canary Wharf and Bloomsbury will be offered a free coffee (“biodiesel coffee”) and will learn how used coffee grounds can create advanced biodiesel, a sustainable new fuel that can help the world reduce its dependency on crude-oil deprived fuels. This is based on an Economist article that explained how coffee biodiesel is comparable to the best biodiesels on the market and doesn’t use up valuable resources like plants or land.

At Paddington Station, Euston Station, Charing Cross, London Fields, Liverpool Station, Holborn, Waterloo Station, Victoria Canary Wharf and King’s Cross, Londoners will be offered free smoothies (“ugly food smoothies”) that were made from “ugly” food, originally rejected by supermarkets because it was discoloured or misshapen, but is still edible.

In Manchester, Birmingham and certain London neighbourhoods including Brick Lane and Spitalfields, local residents and workers will be offered free ice cream topped with edible insects (“insect ice cream”). The concept is based on an Economist story “why eating insects makes sense,” which explores the idea of using insects to feed the ever growing global population, projected to reach 11 billion by the end of the century.

“The #feedingthefuture campaign brings The Economist’s mind-stretching journalism to life and challenges potential readers to consider new ideas and solutions to reflect on more environmentally sustainable approaches towards food production and consumption” said Marina Haydn, senior vice president Circulation and Retail Marketing.

Consumers who participate in the program will have the opportunity to subscribe to The Economist at an introductory rate of 12 week for £12 and as a special gift can opt to have The Economist plant a tree on their behalf.

Below is the schedule of activities by location for the #feedingtheuture campaign. Activity starts between 7 and 9am and lasts for 8 hours on the day. Locations are subject to change and more dates will be announced as they become available.

More information, please contact HollyDonahue@economist.com or +44 7715621079

Neighbourhood

Dates

Theme

Exact location

Birmingham

9th May

Insect ice cream

http://bit.ly/2qb8qGc

Bloomsbury, Tottenham Ct Rd

17th May

Biodiesel coffee

http://bit.ly/2oszO68

Boxpark, Shoreditch

28th April

Biodiesel coffee

http://bit.ly/2oH3zLL

Brick Lane

3rd and 4th May

Insect ice cream

http://bit.ly/2phTbyj

Canary Wharf

16th May

Ugly food smoothies and biodiesel coffee

http://bit.ly/2q1w2hm

Charing Cross

4th May

Ugly food smoothies

http://bit.ly/2pwiJIy

Chiswick High Rd

29th April

Biodiesel coffee

http://bit.ly/2q30CKg

Clapham High St

13th May

Biodiesel coffee

http://bit.ly/2phH9F2

Denmark Hill

26th April

Biodiesel coffee

http://bit.ly/2pwbkJv

Euston Station

3rd May

Ugly food smoothies

http://bit.ly/2pwbjFr

Holborn

10th May

Ugly food smoothies

http://bit.ly/2pePebg

King's Cross

18th May

Ugly food smoothies

http://bit.ly/2oIBYe4

Kingston

27th April

Biodiesel coffee

http://bit.ly/2phHwzq

Liverpool Street Station

8th May

Ugly food smoothies

http://bit.ly/2osDW6m

London Fields

6th May

Ugly food smoothies

http://bit.ly/2p1o3SR

Manchester

11th May

Insect ice cream

http://bit.ly/2q2RtBj

Paddington Station

2nd May

Ugly food smoothies

http://bit.ly/2peKGSk

Sloane Square

6th May

Biodiesel coffee

http://bit.ly/2p190sg

Spitalfields

18th May

Insect ice cream

http://bit.ly/2phOepb

Victoria Station

12th May

Ugly food smoothies

http://bit.ly/2q1b3v1

Waterloo Station

11th May

Ugly food smoothies

http://bit.ly/2oIFgxK

About The Economist (www.economist.com) With a growing global circulation and a reputation for insightful analysis and perspective on every aspect of world events, The Economist is one of the most widely recognised and well-read current affairs publications. The paper covers politics, business, science and technology, and books and arts, concluding each week with the obituary. In addition to the web-only content such as blogs, debates and audio/video programmes available on the website, The Economist is available to download for reading on Android, Blackberry PlayBook, iPhone or iPad devices. The Economist Espresso, our daily briefing smartphone app, is also available for download via iTunes App Store or Google Play.

The Economist collaborated with its agency partner Sense NYC (a brand experience agency specialising in real world thinking) to develop the #feedingthefuture campaign framework and execute these provocative engagement programs designed to help grow brand awareness and audience. Sense has been The Economist’s agency of record for experiential marketing in the UK since 2015 and won The Economist’s North American business in late 2016.