The Economist: "Hot Potato" Food Truck

The Economist has launched its first major advertising effort in the past few years. The campaign, aptly titled “City Blitz,” is a robust, highly targeted, outdoor effort that is running in select markets. It includes billboards, posters, coasters and bus panels featuring common objects like binoculars, a globe, a Rubix Cube and a Piñata to demonstrate what sets The Economist apart from other publications – its unique global insight and opinion. The magazine allows its readers to “Get A World View.” The campaign, created by BBDO New York, also includes an experiential extension involving a “Hot Potato” food truck. There are many 'hot potato' issues in the world at any given time. The Economist does not shy away from providing insight and opinion on these issues and wants to spark discussion about them as well. The 'Hot Potato truck' serves to provide free hot potatoes with toppings to anyone who would like one. Each one is labeled with an issue such as 'same sex marriage' or 'Gun Control,” literally placing ‘hot potato’ issues into the hands of The Economist’s target readers. Brand Ambassadors stand by to engage customers in discussion about the topics and the magazine. Potato trucks have already appeared in the markets of Boston and Philadelphia.