Keebler Elves Return in New E.L. Fudge Cookie Campaign

Keebler's Elves Bake Up Magic for E.L. Fudge Launch

Keebler, the nearly 172-year-old cookie company, is tapping into its iconic elf heritage for the launch of its new E.L. Fudge Choco Vanilla Cookie. Acquired by Ferrero in 2019, Keebler is bringing back the magic of the Hollow Tree, the animated factory home of the beloved Keebler Elves.

We really wanted to return to the magical world of the Hollow Tree. Consumers have expressed a strong attachment to it. There's a combination of nostalgia for the brand, the story, and the characters.

— Saverio Suraci, Vice President of Marketing at Keebler

A new 30-second TV spot by Anomaly takes viewers on a tour of the Hollow Tree factory, where Ernie the Elf initially promises the cookie formula will never change. However, Ella the Elf's curiosity leads to a delicious twist: fudge-infused cookies with vanilla frosting inside.

Experiential and Digital Magic

Keebler is extending the Hollow Tree magic beyond the screen. Pop-up retail experiences in New York, Chicago, and Cincinnati will offer consumers a taste of the new cookie. These activations aim to spark childhood imagination by blending reality and magic.

The brand is also introducing "elf-vertising," miniature advertisements featuring "elf-sized footprints" throughout the experience. This playful approach extends to a press release written from Ernie the Elf's perspective, connecting with both children and nostalgic parents.

Keebler is also updating its Open for Magic digital platform. Consumers can scan QR codes on packaging to unlock digital content about each character featured on the cookie. The platform also includes a sweepstakes running through June 22, allowing Keebler to gather valuable first-party consumer data.

Open for Magic bridges the virtual and real worlds, bringing consumers closer to the magic of the Hollow Tree. It allows them to engage with the storytelling and earn rewards. The product innovation and this new narrative approach help Keebler stay relevant while remaining true to its origins.

— Saverio Suraci