{"id":8540,"date":"2025-05-19T11:08:41","date_gmt":"2025-05-19T15:08:41","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/05\/19\/the-elves-are-enchanting-not-unhinged-in-keeblers-hollow-tree-pop-up\/"},"modified":"2025-05-19T11:08:41","modified_gmt":"2025-05-19T15:08:41","slug":"the-elves-are-enchanting-not-unhinged-in-keeblers-hollow-tree-pop-up","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-elves-are-enchanting-not-unhinged-in-keeblers-hollow-tree-pop-up\/8540\/","title":{"rendered":"The Elves Are Enchanting, Not Unhinged, in Keebler\u2019s Hollow Tree Pop-Up"},"content":{"rendered":"\n

By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n\n\n

Do you remember the first time Keebler<\/a> launched a pop-up event celebrating the magical Hollow Tree<\/a>? For those in need of a refresher, the pop-up launched in New York City during summer 2018 and honored the then-new Whoopsy! Fudge Stripes cookies. This interactive experience marked the first time Keebler fans could interact with the Hollow Tree IRL. The Hollow Tree\u2019s interior was full of meticulously wondrous details, such as a bronze Ernie statue, the Keebler magic oven, and various ingredients and baking tools. Visitors got the chance to make their own Whoopsy! Cookies and take selfies with head elf Ernie Keebler.<\/p>\n\n\n\n\n\n

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Credit: Middle Grey Studios<\/figcaption><\/figure>\n\n

Seven years later, Keebler has announced the return of the Hollow Tree via a new activation starting May 7 and coinciding with the launch of the new E.L. Fudge Choco Vanilla cookies. This time, the elf mascots are playing an important role \u201celf-vertising\u201d the experience. The Hollow Tree has also branched out into more cities: New York, Chicago, and Cincinnati.<\/p>\n\n\n\n\n\n\n\n

PopIcon spoke to John Gleason, Keebler brand manager, about the latest Hollow Tree pop-up to learn more about how the elf-vertising strategy keeps the elves charming rather than unhinged, what to expect when attending this pop-up, and the special role Ella, an adventurous Keebler elf, plays in the new E.L. Fudge Choco Vanilla cookies campaign.<\/p>\n\n\n\n\n

What made Keebler decide to bring back the Hollow Tree for a fresh pop-up event?<\/strong><\/h2>\n
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Credit: Middle Grey Studios<\/figcaption><\/figure>\n\n

We reimagined the Hollow Tree and our pop-up experience in 2025 because it creates a tangible connection between our magical brand world and real lives. While our 2018 activation was successful, this year’s approach transforms the Hollow Tree from fantasy to reality, creating memorable moments where people can experience our new cookie from elf-sized windows. Today’s consumers crave authentic brand experiences that go beyond digital engagement, and physically manifesting our iconic Hollow Tree achieves just that.<\/p>\n\n\n\n\n

How does this pop-up differentiate from the 2018 experience?<\/strong><\/h2>\n
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Credit: Middle Grey Studios<\/figcaption><\/figure>\n\n

Our “elf-vertising” strategy deliberately creates the impression that elves exist but remain unseen, sparking imagination rather than following the “unhinged mascot” trend dominating advertising today. Instead of having our elves participate in viral stunts, we’re focusing on small, magical moments that reinforce the enchantment around the Hollow Tree.<\/p>\n\n\n\n\n\n\n\n

This 2025 pop-up differs from previous activations through its multi-city approach (New York, Chicago, and Cincinnati) and enhanced sensory elements. In New York, for example, we incorporated rich chocolatey aromas and unique facade design. We’re offering more than sampling\u2014we’re inviting consumers into Keebler’s enchanting world to experience the magic firsthand, creating shareable moments that deepen connections to our products and characters.<\/p>\n\n\n\n\n

What can visitors expect to see during the Hollow tree pop-up? Is there any way to experience the Hollow Tree if you can’t physically attend an event?<\/strong><\/h2>\n

Visitors to our pop-ups experienced the Hollow Tree magic through unexpected moments of wonder\u2014from cookies appearing through elf-sized windows to the enchanting ambiance that makes them feel they’ve stepped into our magical world. The whimsical design elements and the surprise of receiving treats directly from “unseen” elves all contribute to this experience.<\/p>\n\n\n\n\n\n

For those unable to visit our pop-ups, the Open For Magic<\/a> website extends this enchantment through digital experiences. Families can unlock exclusive elf stories by scanning their character cookies, enter our magical sweepstakes with special prizes, and discover content that brings the elves’ personalities to life. Our philosophy centers on creating products with an imaginative, playful spirit that naturally sparks creativity – fostering genuine moments of togetherness that bridge generations through our magical, whimsical identity.<\/p>\n\n\n\n\n

Can you tell us more about the role that Keebler elf Ella plays in the new E.L Fudge Choco Vanilla cookies campaign?<\/strong><\/h2>\r\n\n
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With this campaign we\u2019ve really put the spotlight on Ella. Ella embodies playful curiosity\u2014she’s the adventurer who pulls levers she shouldn’t, creating magical and delicious outcomes. This character expansion keeps elf magic central to the Keebler experience while ensuring contemporary relevance. While Ernie maintains his traditional welcoming role, Ella embodies the spirit of innovation.<\/p>\n\n\n\n\n\n

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