Stove Top Stuffing Mix: Stove Top Stuffing: It's not just for Thanksgiving

Category: Packaged Food
Brand/Client: Stove Top Stuffing Mix / Kraft
Lead Agencies: The Martin Agency, Starcom MediaVest Group

State of the brand's business

Setting the Table. Shut your eyes and name three brands of instant stuffing mix. 3, 2, 1…now open your eyes. How many brands did you come up with? If you're like most people you easily thought of Stove Top, but probably no other brands. Of course, if you're really good, maybe you thought of Pepperidge Farm, Betty Crocker, or even your favorite grocery store's private label brand.

The fact is, there aren't many instant stuffing brands, and Stove Top comes to mind easily because over the last 40 years, it's grown to become the undisputed market leader in the category. (Nielsen scanner data, 3-outlet, YTD 2012 2/25/12)