The new sushi? Using behavioural economics to identify the next big food trend

This article discusses how marketers can employ behavioural economics thinking in the context of a live experiment that encouraged people to eat crickets.

The new sushi? Using behavioural economics to identify the next big food trend

Joseph CliftWarc

It might not sound very appetising, but insects could be the next big food trend for adventurous eaters.

This was the message from Bugtoberfest, an event organised by Kinetic Worldwide, a WPP-owned specialist in outdoor media, and held in London in November 2015.

Jennie Sallows, head of insight at the agency, discussed results from a live experiment in a UK shopping centre that compared different outdoor activations’ effectiveness in getting an audience to change behavior. In this case, the behavioural change was sampling an...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands