The Economist has just adopted a modern yet delicious form of advertising aimed to lure new subscribers to their news magazine.
An unmissable food truck, slathered in a vibrant shade of hot red, will be handing out samples of the Beyond Burger to city-goers.
This trucking event aptly begins on World Vegan Day, November 1st and dishes up until November 12th.
About this campaign, Yanna Wilson-Fischer, the director of North America marketing and global experiential for The Economist told the DCist “Our goal is to open people’s eyes (and mouths) to the challenges we’ll face on our plates in the coming century. This Meat Makers activation, and every other Economist experience, takes insight from our editorial content.”
As the familiar taste, texture, smell and properties of meat are desired by many consumers but the environmental and ethical impacts of agriculture aren’t – innovative companies and cutting-edge science has mimicked traditional meat using plant based molecules.
These vegan-friendly patties even ‘bleed‘ like regular beef would.
This is not the first time this magazine has implemented ‘out of the box’ advertising, with free food and mobile campaigns as recurring factors.
As Marketing Dive mentions, “[t]he campaign might be a bit unconventional, but the promise of free food served from branded food trucks should grab attention.”
Regardless of the subscription-increase push behind The Economist’s latest bright red food truck, anything that encourages people to “taste the future” is a huge step towards the end of animal agriculture and towards a plant-based era.
Image Credits: The Economist