The Economist: advert-body-1 by Sense New York

The Economist, has expanded its #feedingthefuture campaign with the launch of 'Fast Forward Food' in New York City and London, and the launch of 'Waste Not. Want Not' in San Francisco.

The #feedingthefuture campaign is a part of The Economist’s live content marketing program that aims to attract new readers to The Economist through creative and provocative real world experiences. The program aims to educate the public on the facts surrounding their food waste, including the fact that each year on a global scale 30-50% of food produced goes to waste, $750bn worth of food is thrown away, and in America, 35m tons of food are discarded.

The 'Fast Forward Food' program is based on a report entitled 'I Can’t Believe It’s Not Beef' from 1843, sister publication to The Economist, which highlights the alternative protein product market. Economist-branded food trucks will be stationed at key locations around New York City and London, offering passersby samples of meat-free burgers in New York City and meat-free tacos in London. Beyond Meat will provide the Beyond Burger, which offers 20g of plant-based protein, no cholesterol and about half the saturated fat of a traditional hamburger. The 'Fast Forward Food' program kicked off this June in New York City and will launch later in the month in London.

This month also marks the first time that The Economist will bring its #feedingthefuture campaign to San Francisco with the launch of the 'Waste Not. Want Not' and 'Insect Ice-Cream' programs. Throughout the month of June, San Franciscans will be offered free smoothies made from imperfect produce that is perfectly edible but was once destined for the trash. Also in June, an Economist-branded truck will offer ice-cream topped with edible insects, an eco-friendly source of protein that is regularly consumed in other parts of the world.

The Economist collaborated with its agency partner, brand experience agency Sense NYC, to develop the #feedingthefuture campaign framework and execute these provocative engagement programs designed to help grow brand awareness and audience.