Ethical, healthy, extreme – Video of the day

Customers of Sodo in London can order their pizza for on-foot delivery, and feel the guilt as they track their runner’s progress using Periscope.
For anyone who doesn’t already feel guilty enough tucking into a delivery pizza, London restaurant Sodo have launched a monthly offer in collaboration with creative agency TBWA London, which sees its pizza being delivered on foot by runners — not only does this eliminate the carbon footprint, the delivery-by-exercise adds on ‘guilt’ as an extra topping.

Delivery pizza is rarely a moral dinner option — the comfort food is usually bad for the person eating it, and delivery methods are not always eco-friendly. But Sodo’s sourdough produce is at least made from locally and ethically sourced ingredients. The zero-emission delivery service was initially a one-off marketing stunt in collaboration with local running club Run Dem Crew, but it was so successful that the company is now launching a regular event. One day a month, diners will be able to order their pizza for on-foot delivery, and feel the guilt as they track their runner’s progress using Periscope.