The Economist will be offering free coffee in New York City this month as it embarks on its #feedingthefuture campaign, highlighting the impact of food waste on the environment. The experiential campaign also marks the US debut of real world marketing agency Sense, which won The Economist’s North American business in late 2016 following a competitive review. Sense London has been the agency of record for the company in the UK since 2014.
Through mid-May, The Economist will have a branded coffee cart at select locations throughout New York City, to offer passersby a free cup of coffee and some 'food for thought' about the little known uses for coffee grounds. The program, entitled “Grounds for Change,” is based on The Economist’s report “Oil in Your Coffee,” which notes that coffee grounds can be used to create biodiesel fuel.
In the coming months, Sense will launch the #feedingthefuture campaign in Boston, Philadelphia, San Francisco and Washington D.C. Additionally, participants can subscribe to the publication at an introductory rate.
“The #feedingthefuture campaign 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, The Economist.
Sarah Priestman, president, Sense New York, added that, “We’ve always held an ambition to expand overseas, and being appointed to handle the North American business for The Economist provided us with a great opportunity.”