The Keebler Company was founded nearly 172 years ago, but the most famous part of its brand is a third as old: its eponymous elf characters were created by Leo Burnett Worldwide in 1968.
Keebler, which was purchased from Kellogg by Ferrero as part of a $1.3 billion deal in 2019, is returning to the Hollow Tree, its iconic animated factory and home of the elves, for the launch of the new E.L. Fudge Choco Vanilla Cookie, per details shared with Marketing Dive.
“We really wanted to go back to the magic world of the Hollow Tree. Consumers have been very clear in telling us that they really feel attached to that world,” said Saverio Suraci, vice president of marketing at Keebler. “There was this combination of nostalgia for the brand, the story and the characters.”
In a 30-second spot concepted and produced by Anomaly, viewers are given a tour of the Hollow Tree factory where E.L. Fudge cookies are made, and Ernie the Elf promises that the formula will never change. That is until Ella the Elf lefts her intrusive thoughts win, pulling a lever marked with “Please no,” “Do not touch” and “This means you Ella!” signs, leading to fudge-infused biscuits with vanilla frosting inside, rather than vanilla biscuits with chocolate frosting inside.
The world of the elves and the Hollow Tree will also appear across experiential and digital channels. The brand on May 7 will launch pop-up retail experiences in New York, Chicago and Cincinnati, activations that look to spark childhood imaginations but strike the right balance of reality and magic, an approach to sampling that Suraci compares to kids seeing a half-drank glass of milk on Christmas morning.
“We are bringing the Hollow Tree to life in different locations, and [consumers] can basically knock at the door and get a sample. You won't see the elves, but you will feel like they've been there,” the executive explained.
Keebler calls the miniature advertisements — which include “elf-sized footprints” — throughout the experience “elf-vertising,” a playful approach that also includes a press release written in the voice of Ernie the Elf, connecting with both children and parents who grew up eating the long-standing cookie brand.
To further modernize the brand experience, Keebler is iterating the Open for Magic digital platform that the brand launched in 2023. QR codes on packaging leads to the portal, and consumers can scan the cookies to unlock digital content about each character that is emblazoned on the biscuit. The digital experience also includes a sweepstakes through June 22 that will help the CPG brand collect increasingly crucial first-party consumer data.
“Open for Magic gives us the opportunity to bridge the virtual world with the real world so you can get closer to the magic world of the Hollow Tree… not only to engage with the storytelling, but also have the opportunity to get rewarded,” Suraci said. “The product innovation and this new way of narrating the world of Keebler helps us stay relevant and also stay true to the origin of the brand.”
