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The Economist aims to attract more US readers with NY #feedingthefuture campaign

For its first project since launching in the US, real world marketing agency Sense is working with iconic business title The Economist on its #feedingthefuture campaign, aimed at highlighting the impact of food waste on the environment.

Through mid-May, The Economist will have a branded coffee cart at select locations throughout New York City, to offer passers-by a free cup of coffee in an effort to highlight innovative uses for used coffee grounds.

The programme, entitled “Grounds for Change,” is based on The Economist’s report “Oil in Your Coffee,” which articulates little known uses for used coffee grounds including creating biodiesel fuel. Consumers who participate in the program will have the opportunity to subscribe to the publication at an introductory rate of 12 weeks for $12 and as a special gift they can opt to have The Economist plant a tree on their behalf. On behalf of The Economist, in the coming months Sense will launch the #feedingthefuture campaign in Boston, Philadelphia, San Francisco and Washington D.C.

“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, The Economist.

The Economist has worked with Sense to develop the #feedingthefuture framework. This strategy guides The Economist’s live content marketing programmes, which are aimed at attracting new readers to the publication through creative and provocative real world experiences.

Launched in the U.K. in 2014, to date more than 30,000 new subscriptions have been generated through this activity worldwide. In addition, this marketing programme garnered a 2017 #DoDifferent award for Long Term Strategy from the Marketing Agencies Association (MAA) as well as numerous other awards.