Glenfiddich is launching a new campaign to promote Fire & Cane, the fourth and latest release in the Glenfiddich “Experimental Series”. The campaign broke on July 23rd 2018 in the USA, with sampling and experiential activations at the Taste of the Cocktails event in New Orleans, and will roll out in other lead markets later in the year – including France in September, the UK in October and Taiwan in 2019

The campaign is part of the William Grant & Sons-owned brand’s continued drive to recruit new drinkers into the whisky category.

The New Orleans tasting saw the whisky paired with grilled andouille (local Cajun sausage), grits, peppers and cream cheese.

The campaign was put together for Glenfiddich by London-based creative agency Space, which has been awarded the lead strategic and creative responsibilities for launching the next edition in the Experimental Series. The campaign brings to life the brand’s maverick spirit and focuses on the power of a simple question and how it can lead consumers on a journey to challenge conventions.

The newest expression in the Experimental Series is an unexpected peated whisky finished in Latin rum casks.

The campaign will be predominantly social, and kicks off with a 5-second teaser video. It will also feature short-form AV assets, Out of Home, print, interactive social assets such as Facebook canvases and Instagram polls, as well as experiential and sampling, all created by Space.

Campaign visuals centre on the liquid’s unique flavour profile. The hero 20” social video features animated CGI sugar crystals and innovative liquid photography showcasing the smokiness and sweetness of Fire & Cane. It runs in reverse order, opening with the product beauty shot (the outcome of the experiment), and closing with the moment of inspiration (the genesis of the experiment).  The core message is that when you question convention, as Glenfiddich has with Fire and Cane, you can spark the unexpected.

Oliver Rudgard, Global Brand Director at Glenfiddich, says: “Fire & Cane is #4 in the Glenfiddich Experimental Series.  The Experimental Series demonstrates our continued commitment to create new, innovative and inspiring whiskies.  Working with the great team at Space, we have pushed the creative boundaries further to create a set of new codes in the single malt category which are set to create cut through, attention and desire for the Fire & Cane launch across the globe.”

Jason Nicholas, Managing Partner at Space, adds: “The Experimental Series offers the chance to continually work on something that challenges a category. The creative idea in this campaign has led to the creation of a beautifully crafted and visceral campaign that will get under the skin of new drinkers and whisky advocates alike. Working with Glenfiddich on this their key campaign for 2018 has been a great opportunity and led to a campaign we’re really proud of.”

Glenfiddich most recently collaborated with Space to launch its first whisky finished in India Pale Ale (IPA) casks. This was backed by a global TV campaign, also created by Space.

Space is an award-winning integrated marketing agency which works across social, mobile, outdoor, in store, on-pack, in print, live or virtually. Clients include Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC. Our work has been globally recognised with four ‘best in the world’ awards

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In a new twist on its #feedingthefuture campaign, The Economist is encouraging Londoners to try free nutritious soup made from vegetables destined for the rubbish bin. Engaging with people through a branded mobile trike, the iconic newspaper is showing people that ugly, discoloured or misshapen produce, which is rejected by supermarkets can still be eaten and tastes great.

The campaign, devised by marketing agency Sense, forms part of The Economist’s successful ‘Real World’ experiential strategy designed to increase the media brand’s subscriptions through bringing its content to life in the real world.

Supermarkets’ and consumers’ obsession with ‘perfect’ fruit and vegetables is contributing to the global food waste problem, with 600,000 tonnes of food thrown away each year in the UK by restaurants alone.

“The #feedingthefuture campaign challenges potential readers to consider new ideas and solutions to reflect on more environmentally sustainable approaches towards food production and consumption,” says Marina Haydn, executive vice president, circulation and retail marketing at The Economist.

Commenting on the latest activation, Sense Senior Account Manager Daniel Hennessey adds: “Giving away warming tasty waste-food soup on a cold winter’s day is a great way to get people talking about The Economist’s content in an engaging way. By challenging people’s perception about the food we throw away, this activity self-selects the globally curious consumer – just the kind of people who enjoy reading The Economist – increasing brand awareness and driving subscription sales at the same time.”

The campaign started on 29^th November in Liverpool Street, before visiting One New Change (30^th November). It will also visit Denmark Hill (4^th December) and Victoria Station (5^th and 6^th December). It will then run from January to March 2018 at various other London locations including Canary Wharf, Waterloo, Paddington, Euston, King’s Cross and London Bridge.

To date, the #feedingthefuture campaign has generated more than 60,000 subscribers globally for The Economist across five continents.

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Hot chocolate brand Options is offering consumers one month’s free membership with the online magazine app Readly, worth £7.99, in its latest on-pack promotion.

Options, which according to Nielsen Scantrack data is the UK’s leading instant hot chocolate brand, is owned by tea and hot beverages company R. Twining & Company Ltd.

The promotion which runs from now until December 31^st, 2017, was created by brand activation specialist Toucan, in partnership with Readly. Consumers can claim one month’s free membership of the UK’s No 1 magazine app worth £7.99, by redeeming the unique codes which feature on jars across five flavours of Options hot chocolate (Belgian Choc, Mint, Orange, White Choc and Salted Caramel). Options hot chocolate jars 220g retail at £3.99.

Claimants are directed to an Options branded landing page where they can set up a Readly account and gain access to over 2,000 magazines across five different devices (so family members can share) without submitting their bank details. The initial one-month subscription can be extended twice for a maximum of three months by buying another two jars.

Andy Corris, Senior Brand Manager for Options said “Options is all about having your hot chocolate moment your way. Our drinkers love the wide range of hot chocolate flavours we produce and partnering with Readly offers something for everyone, really allowing our consumers to tailor their perfect hot chocolate moment.”

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The recently-opened New York office of UK marketing agency Sense has run its first campaign, with the April launch in New York of experiential campaign #feedingthefuture for The Economist.

Sense won The Economist’s North American business in late 2016 following a competitive review; Sense London has been the agency of record for the company in the UK since 2014 and has run a number of awards winning campaigns for the global business and economic magazine where a carefully-targeted potential subscriber base is offered challenging, thought-provoking experiential activations, which have included handing out free ‘cat poo’ coffee and crepes made with insect flour.

The New York #feedingthefuture campaign is aimed at highlighting the impact of food waste on the environment. Running until mid-May, The Economist will have a branded coffee cart at select locations throughout New York City, offer passers-by a free cup of coffee in an effort to highlight innovative uses for used coffee grounds.

The program, entitled “Grounds for Change,” is based on The Economist’s report “Oil in Your Coffee,” which articulates little known uses for used coffee grounds including creating biodiesel fuel. Consumers who participate in the program will have the opportunity to subscribe to the publication at an introductory rate of 12 weeks for $12; as a special gift they can opt to have The Economist plant a tree on their behalf.

In the coming months, Sense will launch the #feedingthefuture campaign in Boston, Philadelphia, San Francisco and Washington D.C.

Marina Haydn, Senior Vice President, Circulation and Retail Marketing, The Economist, says: “The #feedingthefuture campaign brings The Economist’s mind-stretching journalism to life and challenges potential readers to consider new ideas and solutions to reflect on more environmentally sustainable approaches towards food production and consumption.”

The Economist has worked with Sense to develop the #feedingthefuture framework covering The Economist’s live content marketing programs, which are aimed at attracting new readers to the publication through creative and provocative real world experiences. Launched in the UK in 2014, to date more than 30,000 new subscriptions have been generated through this activity worldwide. The Kopi Lowak Coffee activity, which saw potential subscribers offered free coffee made from coffee beans eaten and then excreted by South East Asian civet cats – the most expensive coffee beans in the world – won a Gold in the IPM Awards in 2015.

Sense’s London office runs campaigns for clients including The Economist, Coca-Cola, Mars, Molson Coors, Hasbro, Activision Blizzard, Brompton Bikes and many others.

Sarah Priestman, President, Sense New York says: “We’ve always held an ambition to expand overseas, and being appointed to handle the North American business for The Economist provided us with a great opportunity to start an agency, with a team and resources. This was an important strategic investment in the growth of Sense and we are already talking to other global clients about extending our relationship into North America.”

Sense is an experiential marketing agency that creates authentic connections with consumers in the real world. As a response to media fragmentation, ad blocking and consumer cynicism, Sense has developed an approach that breaks through the clutter, reaching people at the optimum points for relevance and receptivity. The agency manages brand campaigns from strategy through evaluation.

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The Economist newspaper has launched a new execution in its ‘Discomfort Food’ experiential strategy offering consumers free nutritious smoothies made from fruit and vegetables otherwise destined for the rubbish bin.

A pop-up market stall will illustrate that ugly, discoloured or mis-shapen produce, which is rejected by supermarkets, can still be eaten and tastes great.

The ‘From bin to blender’ campaign has been devised by agency Sense, which has been responsible for developing the Discomfort Food strategy and execution. The idea behind the strategy is that offering consumers challenging items as free samples – such as coffee made from beans collected from civet excrement or recycled toilet water, or crepes made with insects – highlights the media brand’s challenging content and ‘self selects’ consumers who are more likely to stay as subscribers when an introductory offer ends.

Supermarkets’ and consumers’ obsession with fruit and veg perfection is a key driver of the global food waste problem, with 600,000 tonnes of food thrown away each year in the UK by restaurants alone. Globally, 50% of all the food the world produces is wasted, yet one in nine people on earth don’t have enough food to live a healthy lifestyle. The ‘From bin to blender’ campaign is an innovative and engaging way to highlight both the issue and a solution.

“Serving waste-food smoothies gets people talking about important content from The Economist in an intelligent, approachable way,” said Marina Hadyn, Senior Vice President, Circulation and Retail Marketing at The Economist. “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.”

“By challenging people’s perception about the food we throw away, this activity self-selects the globally curious consumer – just the kind of people who enjoy reading The Economist – increasing brand awareness and driving subscription sales at the same time,” explained Sense Account Manager Daniel Hennessey.

Over the past 12 months, the Discomfort Food strategy has generated in excess of 14,500 subscribers.

The campaign launched in Liverpool Street in the City of London on 16^th June 2016, and will run throughout June and July.

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The Economist has launched the latest in its multi-award-winning Discomfort Food campaign, where potential subscribers are offered a free sample of food or drink which many might find repellent.

Following on from its ‘cat poo coffee’ and insect crepes activities, the business magazine is asking consumers if they would drink coffee made with water derived from their own, or other people’s, urine.

Entitled H#2O, the real-world activation consists of a specially designed branded manned coffee trike offering free beverages to passers by. On closer inspection, consumers claiming their free drink notice the adjacent portaloo, which appears to be supplying water for the coffees.

Carefully selected and trained brand representatives then inform the interested parties that trials are taking place in selected countries to overcome clean water scarcity through purifying urine. The question is: will they still drink the free coffee?

“Once their reaction has been gauged, consumers are told that in this instance, urine is not being used as a water source for the coffee, the activation is simply highlighting a solution,” explains Daniel Hennessey, account manager at real world marketing agency Sense, which is running the campaign for The Economist. “The aim is to flush out – excuse the pun – potential Economist readers through their interest in the campaign subject and offer them discounted subscriptions, essentially filtering out the hottest prospects.”

The creative idea behind the campaign is that The Economist is a challenging read best appreciated by intelligent people with an enquiring nature who are prepared to think outside the box and push boundaries. The various Discomfort Food activities are designed to ‘self-select’ consumers who are most likely to stay as Economist subscribers and weed out those who are simply taking advantage of a discount offer.

In its various forms over the past 12 months, the Discomfort Food campaign has generated in excess of 14,500 subscribers.

Commenting on the latest campaign, Marina Hadyn, Senior Vice President, Circulation and Retail Marketing at The Economist, says: “We’re delivering an illustrative real world experience on the technology sitting behind water purification for water-scarce locations, based on Economist content. By bringing our content to life, we are able to raise brand awareness and readership, while delivering an Economist experience that highlights some unexpected features of our brand and product – with the ability to surprise.”

The H#2O has been appearing at London’s Hyde Park and Canary Wharf and will be touring the UK capital’s business hubs over the summer.

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Fruit Bowl, the kids’ dried fruit brand, has partnered with National Geographic Kids magazine to launch a new educational campaign which will run for nine months.

The partnership campaign, created by brand activation and shopper marketing agency Toucan, aims to educate families about different animal species across the world. Fruit Bowl will be featuring the National Geographic Kids partnership initiative across its product range and all communication channels including its website. National Geographic animal stickers will be inside each Fruit Bowl multipack to collect with 48 stickers in total for families to look out for.

A double-sided wall chart will be published within National Geographic Kids magazine’s May and November editions for families collecting the stickers to use and track their education journey. In addition, families can call the National Geographic Kids customer care line to request a free poster.

Fruit Bowl is also offering customers a 35% saving (equalling over £16) on an annual subscription to National Geographic Kids magazine, by logging on to the National Geographic Kids website and entering a code printed on the back of Fruit Bowl multipacks.

Commenting on the launch of the Fruit Bowl and National Geographic Kids partnership, Nick Munby, Marketing Manager for Fruit Bowl, says: “National Geographic Kids undertake an array of educational initiatives with families with the aim of broadening families’ knowledge on nature, geography and adventure. At Fruit Bowl we aim to help parents to naturally fuel their kids’ daily fun, and our products allow consumers to discover and enjoy new flavours, tastes and fruit based food which are completely made from real fruit. The ethos of National Geographic Kids is a perfect synergy with Fruit Bowl and we both share the vision for education, exploration and adventure.”

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Mobile marketing platform Shopitize has extended its reach to 25 million consumers in the UK, after signing a partnership with publisher Johnston Press.

The deal will give Johnston Press, one of the UK’s largest publishers with 250 newspapers and associated websites, the opportunity to build brand loyalty with its readers through a range of rewards, all activated through the Shopitize mobile marketing platform.

With a reach of 25 million consumers, Shopitize is now one of the largest mass reach mobile channels in the UK, where brands can build relationships directly with consumers based on verified purchases of their products.

The platform drives shoppers into store to purchase, validates the purchase via a photo of the receipt and delivers a range of rewards, all without the need for retailer or pack integration.

Carl Engelmarc, General Manager of Shopitize, says: “The partnership with Johnston Press is a great example of how publishers can engage with their mobile audience without the need to invest in expensive owned apps or marketing products. At Shopitize we aim to create mobile marketing solutions that build closer, mutually beneficial relationships between shoppers and organisations, and this is precisely what our partnership with Johnston Press will achieve.”

Liam Reynolds, Managing Director, National Sales at Johnston Press, adds: “We are constantly looking at new ways to further drive audience engagement, particularly digitally. Shopitize engages on a really personal level and our audiences are rewarded in the process so it’s a win-win relationship.”

In addition to driving shoppers in-store and validating purchases, Shopitize also allows brands to captures valuable shopper data in order to inform future marketing activities. This data allows Shopitize to offer its clients and partners a smarter way to deliver proven shopper marketing activations such as guaranteed rewards, instant wins, sampling and sweepstakes as well as loyalty constructs and shopping reward catalogues.

Shopitize clients include leading FMCG brands such as PepsiCo, Pernod Ricard and Kellogg’s.

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UK business magazine The Economist has been using food and drink to entice new subscribers to sign up over the last couple of years – but rather than offering luxury chocolates, hampers or wine, it has been feeding potential readers ‘cat poo’ coffee and now insects.

The latest off-beat edible incentive has just been launched across London with potential subscribers being offered a selection of free crepes made with crickets, grasshoppers and mealworms over the coming months as part of a campaign entitled Future Forces.

Experiential teams will inspire city centre workers to subscribe to The Economist by introducing them to key innovations that will shape the future – including the idea  that insects can be a healthy and nutritious addition to people’s diets as food shortages loom.

On The Economist’s menu are:

• Cheesy Crickets, a savoury option with a variety of cheeses with crickets;
• Banana Choc Crick, a classic crepe of Nutella and bananas topped with extra crickets;
• Lemongrass (hopper), with lemon and sugar with grasshoppers;
• Appleworm, a spicy apple chutney with mealworms;
• Scurry Berry, raspberry jam mixed with mealworms.

Commenting on the new campaign, Marina Haydn, SVP of circulation and retail marketing for The Economist, says: “Experiential marketing approaches are now a core element of The Economist’s global subscription marketing strategy. Our current live campaigns 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.”

Last year, The Economist ran a campaign offering potential subscribers free cups of Indonesian Kopi Luwak blend, the most expensive coffee in the world, made from beans that have been eaten and then ‘passed’ by a wild civet – also known as cat poo coffee.

The idea was that only people who were open to new ideas and ready to try new things would engage with the experiential teams. Apparently, many passers-by were so interested in trying the brew that they were willing to queue for up to 20 minutes.

That campaign won a Gold in the IPM Awards 2015.

Both campaigns were created for The Economist by marketing agency Sense.

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