In pictures: The Economist's 'from bin to blender' activation goes live

Shoppers in London have been sampling free smoothies made from ugly produce as part of The Economist's 'from bin to blender' campaign.


The weekly newspaper is encouraging consumers to try smoothies made from fruit and vegetables that had been destined for the rubbish bin, highlighting its plight to help cut food waste.

The campaign has been devised by agency Sense, and forms part of the media brand’s successful Discomfort Food experiential strategy, designed to increase subscriptions through bringing its content to life in the real world. Over the past 12 months, the strategy has generated in excess of 14,500 subscribers.

The smoothies are served from a pop-up market which will be touring London throughout June and July.

Marina Hadyn, senior vice president, circulation and retail marketing at The Economist, said: "Serving waste-food smoothies gets people talking about important content from The Economist in an intelligent, approachable way.

"We want to invite potential readers to learn that we don't only cover economics, but also the issues that impact our future. This experiential activation will leave them not only with a fresh smoothie, but also a fresh perspective on The Economist."

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