- Keebler is launching a new product, the E.L. Fudge Choco Vanilla cookies along with a new character. To celebrate, the brand is launching an “elf-vertising” campaign, which includes TVC, social, digital, OOH and sweepstakes.
- The OOH experience is centered around a Hollow Tree to life through pop-up retail experiences in New York, Chicago and Cincinnati beginning May 7th.
- These marketing moments are designed to create an immersive brand experience that are designed to delight visitors while showcasing new products.
CPG brands are looking for innovative ways to capture consumer attention and in-store, Instagrammable activations are becoming popular ways to execute on that strategy.
“Our Hollow Tree experiences popping up in New York, Chicago, and Cincinnati transform our brand world from fantasy to reality,” said Saverio Suraci, vice president of marketing at Keebler. “By physically manifesting the Hollow Tree, we create memorable moments where consumers experience products directly from elf-sized windows. These activations generate excitement, social sharing opportunities, and experiences that deepen connections to our products and characters.”
In this campaign, Keebler is playing up the emotional connections of nostalgia for its characters, while also reintroducing the Ella elf.
“Each character serves as an ambassador for different brand aspects,” added Suraci. “Ella embodies playful curiosity, the adventurer who pulls levers she shouldn’t, creating magical outcomes. Meanwhile, Ernie maintains his traditional welcoming role. This character expansion keeps elf magic central to the Keebler experience while ensuring contemporary relevance.”
This campaign targets families with children, nostalgic adults who grew up with Keebler, and cookie enthusiasts seeking unique flavors. “The magical storytelling appeals to children, while experiential elements engage parents,” explained Suraci. “By bringing elves into major cities, we’re increasing brand accessibility. We focus on creating meaningful connection moments when families share treats together.”
“Our products are designed with an imaginative, playful spirit that sparks children’s creativity without forced gameplay, encouraging moments of togetherness,” he continued. “Demographically, we’re also reaching millennial parents who can now share their childhood Keebler experiences with their own children, connecting multiple generations through our magical, whimsical identity.”
