Content Marketing Program
WINNER: The Economist | Discomfort Food
The Economist went next level with their “Discomfort Food” campaign. With the goal of generating new subscriptions and raising brand awareness among the globally curious, The Economist sent food trucks across New York City, Philadelphia, Boston, Los Angeles, and Jersey City to offer pedestrians “treats” based on recent articles.
Insect waffles and ice cream related to topics on alternative sustainable food sources, while ugly fruit referred to the thousands of kilos of distorted fruit that supermarkets throw away each day. In under a month, The Economist engaged more than 23,000 individuals on the city streets and generated more than 3,000 subscriptions from this unique and innovative program.