Stove Top is an instant stuffing brand that relies on sales during Thanksgiving - an American holiday that is all about overeating. So we thought to ourselves… what's the worst thing about overeating? The answer - being uncomfortable. Based on some internet research and classic TV moments, we realized that people have been dreaming of the perfect pants to get stuffed in for years. If there is any brand that can create the perfect pants for stuffing yourself in, it's Stove Top Stuffing.

To launch Thanksgiving Dinner Pants, we knew we needed to create a ridiculous film to highlight the ridiculous product. Finding inspiration from other ridiculous products, we created a film that grabbed people's attention, made them smile, and was also completely relatable. The video lived on a microsite where users could purchase their own pair of Thanksgiving Dinner Pants, watch the video, and see social posts from everybody else who purchased them.

Stove Top Thanksgiving Dinner Pants stretch no matter how big your belly gets. Speaking of stretching, that’s exactly what we did with the tiny client budget. We created a product that lasts way longer than a serving of Stove Top Stuffing. For only $19.98, customers could purchase a limited edition, high fashion article of clothing they could wear every day of the year.

With 15 purchase requests per second, Thanksgiving Dinner Pants sold out in less than 24-hours. And with press ranging from celebrities, to talk show hosts, to nobodies, they gathered 1.3 billion impressions, +$27 million in earned media, +31% purchase intent, and +33% brand perception. With that, Stove Top numbers grew by +4% and gained +1.1 points market share, making it the company’s most successful Thanksgiving in several years.