Its ‘From bin to blender’ campaign has been devised by agency Sense, and forms part of the media brand’s successful discomfort food subscription campaign, bringing its content to life in the real world.
A pop-up ‘market stall’ will illustrate that ugly, discoloured or mis-shapen produce, which is rejected by supermarkets, can still be eaten and taste great.
Daniel Hennessey, account manager, Sense, said: "By challenging people’s perception about the food we throw away, this activity self-selects the intellectually curious consumer and increases brand awareness and subscription sales at the same time."
The Economist recently challenged consumers to drink ‘sewage coffee’ to highlight water shortages.
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