The Economist, the weekly news and international affairs magazine, entered the world of the pizzaria recently in a bid to connect with college students in the Greater Philadelphia area. Over 20 pizzerias, in close proximity to large college campuses, were supplied with Economist-branded pizza boxes. Each one reinforces the “Get a world view” platform with a pie chart that connecting pizza consumption with global economics and politics.
The boxes provide charts for Arable and Permanent Crop Land by Country, World Wheat Production, and Cheese and Curd Imports by Country.
The Pizza Box campaign was developed at BBDO, New York, by chief creative officers David Lubars and Bill Bruce, and senior creative director/copywriter Kara Goodrich, and senior creative director/art director James Clunie, with account team Kate Houghton, Clayton Ruebensaal and Robin Quill.