The Economist’s latest initiative to gain more readers is to help people beat the heat and cool off with a nice ice-cream. However, this isn’t just any ice-cream, but rather a frozen treat that is seething in bug bits and parts.
Although it may be hard to decipher the link between insects and the news magazine, the connection is there. In September 2014, The Economist published an article on why we should switch to an insect based diet. Apparently it is an issue that The Economist adamantly backs to the point that they designed a street marketing campaign revolving around the topic. The action makes ice-cream goers ponder the tie between insects and the magazine, piquing curiosity in the magazine and the news it covers. The unpredictability makes this campaign all the more intriguing and its eclectic nature accurately portrays the magazine and readership profile.
If you’re lucky enough to live in London, keep your eye out for a tricycle toting around bug delectables. There is even a choice of four mouthwatering flavors: Scurry Berry with mixed insect pieces, Grasshopper nugget filled Choc Hopper, Meal-worm Strawberries and Swirls, and Nutritious Neapolitan with an assortment of sweetened insects.
Post by Jessica Zimmerman