The Keebler Firm was based practically 172 years in the past, however probably the most well-known a part of its model is a 3rd as previous: its eponymous elf characters had been created by Leo Burnett Worldwide in 1968.
Keebler, which was bought from Kellogg by Ferrero as a part of a $1.3 billion deal in 2019, is returning to the Hole Tree, its iconic animated manufacturing facility and residential of the elves, for the launch of the brand new E.L. Fudge Choco Vanilla Cookie, per particulars shared with Advertising Dive.
“We actually wished to return to the magic world of the Hole Tree. Customers have been very clear in telling us that they actually really feel hooked up to that world,” mentioned Saverio Suraci, vice chairman of promoting at Keebler. “There was this mixture of nostalgia for the model, the story and the characters.”
In a 30-second spot concepted and produced by Anomaly, viewers are given a tour of the Hole Tree manufacturing facility the place E.L. Fudge cookies are made, and Ernie the Elf guarantees that the components won’t ever change. That’s till Ella the Elf lefts her intrusive ideas win, pulling a lever marked with “Please no,” “Don’t contact” and “This implies you Ella!” indicators, resulting in fudge-infused biscuits with vanilla frosting inside, somewhat than vanilla biscuits with chocolate frosting inside.
The world of the elves and the Hole Tree may even seem throughout experiential and digital channels. The model on Could 7 will launch pop-up retail experiences in New York, Chicago and Cincinnati, activations that look to spark childhood imaginations however strike the suitable stability of actuality and magic, an method to sampling that Suraci compares to youngsters seeing a half-drank glass of milk on Christmas morning.
“We’re bringing the Hole Tree to life in numerous places, and [consumers] can mainly knock on the door and get a pattern. You will not see the elves, however you’ll really feel like they have been there,” the manager defined.
Keebler calls the miniature commercials — which embrace “elf-sized footprints” — all through the expertise “elf-vertising,” a playful method that additionally features a press launch written within the voice of Ernie the Elf, connecting with each youngsters and oldsters who grew up consuming the long-standing cookie model.
To additional modernize the model expertise, Keebler is iterating the Open for Magic digital platform that the model launched in 2023. QR codes on packaging results in the portal, and customers can scan the cookies to unlock digital content material about every character that’s emblazoned on the biscuit. The digital expertise additionally features a sweepstakes via June 22 that may assist the CPG model accumulate more and more essential first-party shopper knowledge.
“Open for Magic provides us the chance to bridge the digital world with the true world so you will get nearer to the magic world of the Hole Tree… not solely to interact with the storytelling, but in addition have the chance to get rewarded,” Suraci mentioned. “The product innovation and this new approach of narrating the world of Keebler helps us keep related and in addition keep true to the origin of the model.”
