CP+B, ‘The Artisanal Hipster Pilgrim’ Want You to Eat Stove Top Stuffing Year-Round

By Erik Oster 

CP+B launched a new campaign for Stove Top, imploring viewers to eat Kraft’s stuffing brand all year long with the introduction of “The Artisanal Hipster Pilgrim.”

The character is pretty much exactly what it sounds like, with the mustache-waxing, typewriter-using pilgrim in question disdainfully spreading the message that Stove Top stuffing is not just for Thanksgiving in four online ads. In “Off The Menu” he gives a restaurant patron a scoop of stuffing. “Stuffing?” asks one of the diners, “Thanksgiving’s not for like two weeks.” Of course, The Artisinal Hipster Pilgrim doesn’t take kindly to this reply, quipping back, “I’m sorry, I just thought you might like to enjoy delicious things all the time instead of one day a year.” Another spot deals with the prospect of Thanksgiving “Leftovers,” for which the character chides a friend for reheating improperly. In “Movie Night” his girlfriend objects to him Stove Top instead of popcorn, or “popped maize” as he refers to it, while “Turkey Feeder” show the effects of dropping stuffing rather than bread or birdseed in a city park. In addition to the online spots, there’s also an Instagram dedicated to the character (because of course there is).

The character, clearly targeted at millenials, is perfectly cast and does communicate the campaign’s well-timed message clearly, but he also comes across as quite annoying. Are viewers really going to be persuaded to purchase Stove Top after Thanksgiving by such a character? After all, isn’t it generally good practice to avoid taking advice from a man who waxes his mustache?


Client: Stove Top Stuffing
Campaign Title: “Artisanal Hipster Pilgrim”
Agency: CP+B
Chief Creative Officer: Ralph Watson
Executive Creative Director: Adam Chasnow
Creative Directors: D’Arcy O’Neill, Adam Calvert
Senior Art Director: Tyler Gonerka
Senior Copywriter: Emily Salas
Art Director: Jessica Decter
Copywriter: Samantha Mindich
Director of Video Production: Kate Hildebrant
Executive Integrated Producer: Deb Drumm
Integrated Producer: Jamie Slade
Production Company: Hungry Man, Culver City, Calif.
Director: Chris Woods
Director of Photography: Marten Tedin
Line Producer (Production Company): Darrin Ball
Executive Producer (Production Company): Mino Jarjoura
Editorial Company: The Now Corporation, New York
Editor: Owen Plotkin
Assistant Editor: Jessica Farmer
Editorial Executive Producer: Nancy Finn
Typographer: Yomar Augusto
Mix Company: Audio Engine, Phoenix
Audio Engineer: Bob Giammarco
Music Company: JSM Music, New York
Executive Integrated Music Producer: Joel Simon
Telecine Company: Plus Productions, Boulder, Colo.
Colorist: Chadwick Shoults
Group Account Director: Evan Russack
Account Director: Anne Catherine Feeney
Content Manager: Christina Wilder
Group Director, Planning: Kaylin Goldstein
Cognitive Anthropologist: Fabiana Brown
Business Affairs: Daphne Papadopulos
Traffic Manager: Katie Hare