The scary truth about
pumpkins!
In the UK 6.4 million tonnes of edible food is wasted every year. (WRAP, 2023)
In 2023, a frightening 15.8 million pumpkins were set to go to waste at Halloween, that’s equivalent to 95 million meals ending up in the bin. (Censuswide, 2023)
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EAT YOUR PUMPKIN 2023 CAMPAIGN RESULTS
The solution:
It’s the 10th year of Hubbub tackling the problem with our #EatYourPumpkin campaign, encouraging people to turn their pumpkins into delicious meals. This year, we’ve prompted people to decor-eat their pumpkins! This means decorating instead of carving, leaving the pumpkin fresher for longer with more time to eat it.
In 2022 and 2023, through the Starbucks 5p cup charge, we’ve been able to go even bigger with our #EatYourPumpkin campaign.
This year’s campaign included a pop-up pizza truck, a playful social campaign with help from influencers and amplifiers to get the word out, alongside a mainstream PR campaign. We also gave out grants to 104 community organisations so people could decorate and eat pumpkins with their neighbours.
Overall, the campaign had a reach of 18 million, with over 615 million opportunities to see/hear about it through media coverage.
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EAT YOUR PUMPKIN 2023 CAMPAIGN RESULTS
2023 campaign reach
18 million times our call to ‘Eat Your Pumpkin’ reached people
615 million opportunities to see/hear
Coverage:
203 community events with 9.2k attendees
14.3k opens of the recipe book
5.6 million views of influencers
EAT YOUR PUMPKIN 2023 CAMPAIGN RESULTS 4
2023 campaign impact
Censuswide, 2000 respondents, UK wide representative polling - December 23
49% of people who celebrated Halloween with a pumpkin decorated their pumpkins
Overall, people who saw or heard our messaging were
42% saw or heard messaging about eating their pumpkin
2X more likely to decorate their pumpkin
41% saw or heard messaging about decorating their pumpkins instead of carving
Number of pumpkins not eaten:
22.2m
2022 (actual)
15.8m
2023 (predicted)
12.2m
2023 (actual)
3X more likely to eat their pumpkin EAT YOUR PUMPKIN 2023 CAMPAIGN RESULTS 5
Influencer content received 5.6 million views and 98k likes/ shares/saves and comments
Shared their tasty pumpkin pizza Super simple pumpkin dessert and one pot pasta
Delicious pumpkin curry and pumpkin
Proved that pumpkin brownies are definitely a thing
Introduced the world to ‘pumplings’
Gave handy tips for drawing on your pumpkin
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Crispy cheesy pumpkin squares recipe
cake
@POPPY_COOKS
@5OCLOCKAPRON
@BEST.CHEFME
@COOKINGWITHZAINAB
@JACOBKING
@MYRIADRECIPES
EAT YOUR PUMPKIN 2023 CAMPAIGN RESULTS
#DRAWWITHROB
104
community groups were
funded to hold Pumpkin Rescue events across the UK
Grants of up to £800
203 events
“It was a great event to educate the young people in the school and community on wastage and the versatility of pumpkins. The food taster session was a massive success and families have been getting in touch to get the recipes. Thank you!”
- Aberporth Village Hall & Recreation Ground
9,156 attendees
28.4 tonnes of food saved, equivalent to 33.5 tonnes of Co2e
“It was a lovely evening spent with friends making beautiful flower arrangements. The pumpkin soup made by the children was a lovely treat.”
- Gortnaghey Youth Club
“Both parents and children were amazed at the versatility of pumpkins in foods, and told us they hadn’t ever cooked with pumpkins before. We were able to give them recipes to try at home. The children learnt new skills, as did some of the adults who are not confident in cooking themselves and therefore cannot pass those skills down to the children.”
- Ferndown Community Support CIC
EAT YOUR PUMPKIN 2023 CAMPAIGN RESULTS 7
Media coverage delivered over 615 million opportunities to see/hear
...and pumpkin content was shared far and wide
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BBC Radio Solent interview
EAT YOUR PUMPKIN 2023 CAMPAIGN RESULTS
Sky News encouraging people to eat their pumpkin
The #EatYourPumpkin pizza truck pulled up near Starbucks stores to offer people a slice of pumpkin pizza
“Love the recipe ideas - such a variety, I didn’t realise the possibilities” - Pumpkin Pizza convert
2,025
interactions with the public
Support Centre partners had a slice of the action (and pizza) at Chiswick and learnt about the work Starbucks are doing with Hubbub.
Wimbledon store partners gave out Pumpkin Spiced Lattes to people who’d come for a slice of pizza and food waste inspo, including the Mayor of Merton.
2,256
714 pizza slices eaten
QR code scans to our website
EAT YOUR PUMPKIN 2023 CAMPAIGN RESULTS 9
Eat Your Pumpkin x Pumpkin Spice Latte
Eat Your Pumpkin is Hubbub’s longest-running campaign, and for the last two years the Starbucks 5p cup charge has allowed us to go bigger and bolder in our approach. The link with the infamous PSL provides incredible opportunities for storytelling, and a clever segue for partners to talk about the brilliant work Starbucks are doing with Hubbub to tackle food waste in the UK.
This year…
Plans are underway for this year’s campaign with Starbucks and Hubbub already talking about how they can reduce even more pumpkin waste. We’re going even bigger with experiential activations, looking at an even more integrated comms campaign and further autumnal menu link up.
