EAT YOUR PUMPKIN!

BRIEF

Each year millions of pumpkins go to waste. It’s time to make it normal to eat pumpkins and encourage those to ditch the carving for decorating.

Our challenge was to create a spooktacular experiential activation for our client Hubbub, in collaboration with Starbucks, that targets Halloween lovers and educates consumers to drive down on food wastage, whilst promoting the Eat Your Pumpkin (everything apart from the stalk) message in a live audience environment.

EXPERIENCE

The concept was to provide an immersive ‘Eat Your Pumpkin’ advertisement that the public could enter and interact with.

Positioned nearby key Starbucks locations, our branded #EatYourPumpkin woodfire pizza van offered passers by a slice of pumpkin pizza to show just how delicious the options were for the vegetable.
Engaged by Brand Warriors, participants were invited to review the ‘menu’ boards, prominently positioned on the side of the truck and A boards close to the activation area, before ordering via the hatch.
When reading through the ‘menu’ they found some scarily spooky stats as part of the key campaign messaging, as well as scannable QR codes linking consumers to the Hubbub webpage and tasty pumpkin recipes to try at home.

Pumpkin pizza slices were handed over in branded recyclable boxes prompting visitors to…“Enjoy the slice, Share the stat”…using the hashtag #EatYourPumpkin on their socials.

REACTION

2,256 pumpkin pizza slices served, 445 branded campaign stickers distributed and 714 unique QR code scans by consumers to view the Hubbub webpage and tasty recipes online.