{"id":20360,"date":"2018-06-28T19:25:00","date_gmt":"2018-06-28T23:25:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20360"},"modified":"2026-09-24T19:29:21","modified_gmt":"2026-09-24T23:29:21","slug":"inside-the-keebler-hollow-tree-pop-up-event","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/inside-the-keebler-hollow-tree-pop-up-event\/20360\/","title":{"rendered":"Inside the Keebler Hollow Tree Pop-Up Event"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nearly two weeks ago, we reported that Ernie Keebler and his merry band of Elves had uprooted their magical Hollow Tree to the heart of New York City for a special pop-up event in honor of Keebler\u2019s new Whoopsy! Fudge Stripes cookies. Turns out a branch of the <a href=\"https:\/\/www.keebler.com\/en_US\/home.html\">Keebler<\/a> \u201cFacTree\u201d actually runs right into SoHo!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While I wasn\u2019t able to make it to the event (#westcoastproblems), I wanted to further explore how the Hollow Tree pop-up was created since I can\u2019t believe it hadn\u2019t been done before. Who better to speak to than Jane Ghosh, Senior Marketing Director of Keebler Cookies, and Erin Gallagher, Creative Director at Krispr (a Kellogg\u2019s-specific branch of Edelman), AKA two of the biggest masterminds behind the initiative? They\u2019re here today to take us on a guided, behind-the-scenes tour inside the <a href=\"http:\/\/360.advertisingweek.com\/the-keebler-elves-head-to-nyc-to-debut-hollow-tree-pop-up-event\/\">Hollow Tree\u2019s pop-up<\/a> \u2014 grab your favorite Keebler cookies and follow along!<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/06\/keebler_magic_oven.jpg\" alt=\"\" class=\"wp-image-8408\" style=\"aspect-ratio:0.6570841889117043;width:960px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">According to Ghosh, the Keebler Elves have been magically working in their Hollow Tree for more than 100 years. They have always been happy to receive visitors, but not necessarily have them tour the Hollow Tree \u2014 that was always off-limits to the public eye. Until now, when Gallagher said she wanted fans and fudge enthusiasts to see how the \u201cdeliciously happy accident\u201d of the Whoopsy! Fudge Stripes cookie came to be by taking them inside the Hollow Tree for an interactive experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe were inspired by the story that the Keebler elves struck fudge in the \u2018fudgeterranean\u2019 spring beneath the FacTree. They discovered you can never have too much fudge or too much fun \u2013 that\u2019s why we set out to create an experience that brought both of those things to life.\u201d Gallagher said.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/06\/keebler_geyser.jpg\" alt=\"\" class=\"wp-image-8410\" style=\"aspect-ratio:1.5047021943573669;width:960px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">It was key that anyone stepping inside of the pop-up could feel as though they had just been transplanted to a wondrous new place. Krispr conceptualized, sourced, and created most of the details found inside of the space. Ghosh noted that certain artifacts, like a bronze Ernie statue, were included from the archive \u201cHollow Tree room\u201d at Kellogg\u2019s. Set design company 11<sup>th<\/sup> St. Workshop worked alongside Krispr as their production partner, spending a few weeks creating the pieces that made up the space and three days for assembly on site.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/06\/keebler_hollow_tree_wall.jpg\" alt=\"\" class=\"wp-image-8407\" style=\"aspect-ratio:1.509433962264151;width:960px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The Hollow Tree has always been an extremely detail-oriented space, and needed to be reflected as such in its pop-up. \u201cWe paid meticulous attention to detail and incorporated as much background knowledge of the elves into this experience.\u201d Ghosh said. Some of the core details included the Keebler magic oven and Elfin Creed hanging over it, an oversized fudge pot, and the Keebler shield outside of the entryway. Even the wood grain needed to be carefully examined to make it feel like you were truly in the Hollow Tree.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/06\/keebler_hollow_tree.jpg\" alt=\"\" class=\"wp-image-8406\" style=\"aspect-ratio:1.5118110236220472;width:960px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Other pop-up details included generous amounts of ingredients and scaled baking tools like flour sacks, barrels, fudge, aprons, chairs, pots, and pans. Given that this space is home to the Elves, there were plenty of \u201chome-y\u201d elements like photos and bookshelves filled with books too. (If you looked closely at the book spines, you would find cheeky titles that only an elf could pen.) Ghosh noted that Krispr introduced special new details into the Hollow Tree including their own TV. \u201cWe had so many amazing details we wanted to capture, so it was difficult to choose how to include it all, but we think that we nailed it!\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/06\/ernie_keebler_hollow_tree.jpg\" alt=\"\" class=\"wp-image-8405\" style=\"aspect-ratio:1.509433962264151;width:960px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve toured the space, now it\u2019s time to get hands-on and bake! As visitors entered the Hollow Tree, they got a glimpse of the overflowing fudge geyser. Inside was a fudge fountain, which Gallagher said a specialist chocolatier constructed for the event to make sure that the chocolate flowed and kept flowing.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/06\/keebler_whoopsy_cookies-1.jpg\" alt=\"\" class=\"wp-image-8409\" style=\"aspect-ratio:0.9514370664023786;width:960px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Using the hot, melted chocolate to coat plain shortbread, fans could make their own Whoopsy! cookies \u2014 a Keebler first. There were also opportunities to go \u201cfishing\u201d for fudgy cookies, \u201cpaint\u201d huge cookies on an easel, and pose for #fullyfudged selfies with Ernie who was excited to meet and greet with fans.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"http:\/\/360.advertisingweek.com\/wp-content\/uploads\/2018\/06\/ernie_keebler_friend.jpg\" alt=\"\" class=\"wp-image-8404\" style=\"aspect-ratio:1.5213946117274169;width:960px;height:auto\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Ghosh and Gallagher both agree that the event was an amazing experience that allowed generations of Keebler brand fans to interact with, and go inside, the Hollow Tree for the first time. While there aren\u2019t any plans to activate the pop-up again, Ghosh did say with a wink, \u201cYou never know what the future of fudge may hold!\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor Nearly two weeks ago, we reported that Ernie Keebler and his merry band of Elves had uprooted their magical Hollow Tree to the heart of New York [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20361,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20360","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ 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