Eating stuffing only on Thanksgiving is so mainstream. And in this day and age, there's no one better to rebel against the status quo than a hipster millennial. The Artisanal Hipster Pilgrim stands up to his forefathers' antiquated ideas about stuffing and helps people figure out how to eat Stove Top all stuffing season long.

The Artisanal Hipster Pilgrim appeared in several videos on Stove Top’s social channels during the months of November and December, even starting an Instagram account of his own. He also showed up in wild postings around Manhattan in December, which stayed up weeks after Thanksgiving, to keep stuffing top-of-mind.

We published 10 Facebook videos, which garnered, like, more than 4.7 MM video

views.

The Artisanal Hipster Pilgrim acquired 188 followers and 900 likes on Instagram, with an average engagement rate of 5%. Impressive for anyone, much less a pilgrim.

We earned a total of 49,839,865 impressions without even trying.

Through 41 tiny little tweets, Stove Top more than doubled its number of Twitter followers and increased profile visits by 3,900%.

During the Thanksgiving time period, also known as “Stuffing Season” (11/08-11/28), Stove Top sales were up 0.8% in dollars and 0.9% in packages sold. No big deal.

We ultimately helped people realize that Stove Top is also sold on not-Thanksgiving. Crazy that it took this long for them to figure that out.