Working with experiential agency Sense London, the brand has devised the activity to promote the concept of consuming insects in order to sustainably feed a growing global population.
A branded delivery tricycle will distribute the free ice cream across the streets of London. Four types of ice cream will be available, including Scurry Berry, a fruity ice cream featuring insect bits, and Choc Hopper, chocolate with a hint of grasshopper chunks.
Sense has stated there is a possibility of adding extra dates in August to the schedule too. The activation will initially visit Clapham Junction, Hampstead Heath, Liverpool Street, Bank, St Paul's, Moorgate, London Bridge, Borough Market, Greenwich, Waterloo, Farringdon, Canary Wharf, Cheapside and Knightsbridge.
Marina Haydn, senior vice president of circulation and retail marketing for The Economist, said: "Experiential marketing approaches are being employed by The Economist as a core element of our global subscription marketing strategy. It is our way of bringing The Economist to potential readers in the real world, real time - and creating a content-laced experience that has been a journey to an area outside of the usual comfort zone.
"We think this particular story about insects is the kind of mind-stretching material that our globally curious target audience will find particularly interesting, and hopefully, tasty as well."
More:
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing .