The Economist launches healthy subscription campaign

The Economist newspaper has launched a campaign to show what you put into your mind is as important as what you put into your body.The Economist partnered with creative agency The Gang and local restaurant chain SaladStop! to carry ‘healthy mind’ messages on their in-venue and take-away items. Starting with social-media, The Economist encouraged potential subscribers to come down to SaladStop! and feed their minds, as well as bodies.At SaladStop! street banners and standees advised on the benefits of a healthy body, health mind. All salads sold carried the message ‘Brain food’ on their lids. The reverse of the lid carrying a message and complimentary subscription offer, which the diner could read as they were eating. Beverage cups carried the message “Refreshing thought” on their sleeve and special business-card flyers were handed out with every purchase."We wanted to explore new ways to engage with readers in places you otherwise would not expect to find The Economist. The SaladStop! campaign has allowed us to present our content to a targeted community in a very creative way,” said Grace Hahn, circulation and group marketing director, Asia Pacific, The Economist.Richard Johnson head of The Gang said: “This is a great example of what we call geographical engagement. Not only could we physically locate where our target audience were going to be and when, we could engage them with relevant content. Better still, the take-away items get brought back to their office further spreading  the message.”