
Earlier this month, Keebler brought its iconic Hollow Tree to life through pop-up experiences in New York, Chicago, and Cincinnati to promote the launch of its new E.L. Fudge Choco Vanilla cookies.
Before the opening of each pop-up, passersby could sneak a peek at the Keebler elves’ work in progress with staged, miniaturized setups of the activation build, complete with caution tape, offering bite-size, buzzworthy marketing moments.
At the pop-ups, visitors could ring a tiny bell to score a sample of the new cookies.Photo: Middle Grey Studios
“This approach was a cornerstone of our ‘elf-vertising’ strategy, creating the impression that the elves truly exist among us yet remain just beyond sight—igniting curiosity and unleashing imagination in passersby of all ages. Strategically positioned outside high-impact but vacant retail spaces, these activations transformed urban environments into gateways of wonder for city dwellers.”
The new cookies are an inside-out version of the classic vanilla cookies with chocolate frosting.Photo: Middle Grey Studios
Experiential agency Guru House produced the pop-ups (not the elves) and Golin handled the PR.
At the pop-ups, visitors could ring a tiny bell to score a sample of the new cookies. At home, consumers can scan a QR code on the cookie packaging, which leads to the brand’s Open for Magic platform where there’s digital content about each elf character. The digital experience also includes a sweepstakes that runs through June 22.
The experiences were accompanied by 30-second commercials, produced by Anomaly, that gave viewers a tour of the Hollow Tree factory where E.L. Fudge cookies are made. The campaign also includes a press release written by Ernie the Elf.
Passersby could sneak a peek at the Keebler elves’ work in progress with staged, miniaturized setups.Photo: Middle Grey Studios
“The Hollow Tree's physical construction became a captivating focal point of the activation, deliberately showcasing the dedication of the elves who built a mini version of their treehouse bakery in the heart of these cities,” explained Keebler brand manager John Gleason.Photo: Middle Grey Studios
The bite-size marketing moments created buzz before the opening of the pop-ups.Photo: Middle Grey Studios