Economist serves up insect crepes in campaign to tackle world hunger

The Economist is dishing out free insect crepes in London today as part of an experiential campaign to promote the idea of solving world hunger with alternative protein sources.

The campaign has been created by Sense London. Crepe fillings such as "cheesy crickets" and "appleworm" will be served from today (27 November) to 2 December. 

It follows an article published last year, titled 'Why Eating Insects Make Sense’, which explores the idea of using insects to sustainably feed a growing global population, which is projected to reach 11 billion by the year 2100, according to a study by the United Nations.

The insect crepes are made up of 30 per cent insect flour and include insect toppings, such as Scurry Berry (raspberry jam mixed with mealworms) and Lemongrass-hopper (lemon, sugar and grasshoppers). 

It follows a similar campaign in July when The Economist handed out insect ice cream.

Marina Haydn, the senior vice president of circulation and retail marketing for 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."

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