The Economist launches insect crepe campaign

The Economist is handing out free crepes containing insects such as crickets, mealworms and grasshoppers today (27 November) until 2 December.

The Economist's insect crepe campaign aims to educate Londoners
The Economist's insect crepe campaign aims to educate Londoners

Brand representatives will be taking to the streets on branded crepe delivery tricycles throughout the six days, where they will hand out five different crepe flavours. 

All of crepes are made up of 30% insect flour and served with insect toppings. The Cheesy Crickets variety is paired with cheese and crickets, the Nutella and banana crepe, coined the Banana Choc Crick, is topped with crickets, and the Lemongrass is combined with lemon, sugar and grasshoppers.

The Appleworm crepe flavour is accompanied by apple chutney and mealworms, meanwhile the insect is also the star of the show in the Scurry Berry, which is also topped with raspberry jam.

The crepe tricycle will be visiting:  

  • London Bridge
  • Angel Christmas Markets
  • Hampstead Christmas Festival
  • Cannon Street
  • City Thameslink
  • Moorgate

The publication is working with agency Sense London on the campaign, which aims to promote the message that consuming less meat and instead opting for insects can prove more sustainable.

The Economist recognises the power of events, and claims to have received 15,000 new subscribers this year as a result of live experiences.

Marina Haydn, SVP of circulation and retail marketing, The Economist, said: "Experiential marketing approaches are now a core element of The Economist’s global subscription marketing strategy. Our current live campaigns – biodiesel coffee, insect ice cream and now insect crepes - are all united by a strategy built on the foundation of our brand introducing forces that are shaping our future to potential readers.

"Insect crepes are a great way for us to deliver a mind-stretching experience as an entry point to The Economist. Our goal is to give a content-rich – and tasty – experience that is unforgettable for Londoners."

The Economist handed out free insect ice cream over two weeks in July, in a bid to communicate a similar message. 

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