This Pilgrim is Stove Top’s new spokesperson, and he’s bent out of shape because the rest of us are eating stuffing on days other than Thanksgiving!
In a new spot that will air on Monday, Larry the Pilgrim (as Kraft executives have named him) rants that although he is a “free-wheelin’ guy” he draws the line at eating stuffing outside of the holiday.
“If you take that away, what’s next?” said Larry, “Our buckles?”
The commercial (see below) is part of a new Stove Top campaign, “It’s not just for Thanksgiving.” Larry will be the focus of the first two spots, but throughout the year new Pilgrims will be introduced to give viewers a sense of the larger Pilgrim community.
Of course, the truth of the matter is that most consumers only eat stuffing at Thanksgiving, or at least during the Thanksgiving season. AP reports that most of Stove Top’s sales take place between October and December.
Kraft hopes this campaign will make consumers realise that they can make Stove Top part of their families’ regular meal rotation.
“humour is a great way to get consumers’ attention and change behaviour,”said Carolyn Clark, Stove Top’s brand manager, in an interview with the AP.
Last year’s Stove Top campaign, “The Un-Potato,” tried to convince consumers to replace potatoes with stuffing. But that attempt at a more subtle humour seemed to have fallen flat.
Both the Thanksgiving campaign and “The Un-Potato” were created by the Martin Agency. The Martin Agency also handles the Geico account.
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