13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

From the 8th Annual Shorty Awards

Artisanal Hipster Pilgrim

Entered in Humor

About this entry

Stuffing is delicious. That's why people love it. But for some reason, people only eat it one day a year: Thanksgiving. And when you're a company who makes and sells a product that people enjoy only one day a year, that's kind of a problem. The guys over at Stove Top wanted stuffing to be enjoyed far past the one day a year when Mom stuffs it inside a basted bird. They wanted it to be enjoyed for an entire season between Thanksgiving and Christmas - "stuffing season".

Why does this entry deserve to win?

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.


  1. We published 10 Facebook videos, which garnered like, more than 4.7 MM video views.
  2. 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.
  3. We earned a total of 49,839,865 impressions without even trying.
  4. Through 41 tiny little tweets, Stove Top more than doubled its number of Twitter followers, increased profile visits by 3,900% and increased community mentions by more than 2,700%.
  5. The four Artisanal Hipster Pilgrim vignettes and two Angry Pilgrim commercials generated over 35,000 views on YouTube. No big deal.
  6. 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.


Video for Artisanal Hipster Pilgrim

Produced by

CP+B, Stove Top


About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

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