By Heather Taylor, Editor-in-Chief, PopIcon
Do you remember the first time Keebler launched a pop-up event celebrating the magical Hollow Tree? 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’s 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.
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 “elf-vertising” the experience. The Hollow Tree has also branched out into more cities: New York, Chicago, and Cincinnati.
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.
What made Keebler decide to bring back the Hollow Tree for a fresh pop-up event?
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.
How does this pop-up differentiate from the 2018 experience?
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.
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—we’re inviting consumers into Keebler’s enchanting world to experience the magic firsthand, creating shareable moments that deepen connections to our products and characters.
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?
Visitors to our pop-ups experienced the Hollow Tree magic through unexpected moments of wonder—from 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.
For those unable to visit our pop-ups, the Open For Magic 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.
Can you tell us more about the role that Keebler elf Ella plays in the new E.L Fudge Choco Vanilla cookies campaign?
With this campaign we’ve really put the spotlight on Ella. Ella embodies playful curiosity—she’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.
The new E.L. Fudge Choco Vanilla Cookies offer a delightful twist on our classic E.L. Fudge Cookies. Featuring vanilla-flavored creme on the inside that perfectly complements the rich chocolatey fudge exterior. Each cookie is shaped like one of our Keebler elves – Ernie, Ella, Leonardo, Joy, Elwood or Buckets – embodying how we honor Keebler’s essence while introducing fresh innovations to our product line.
What can we expect to see from Ernie, Ella, and rest of the Keebler elves throughout 2025 and into the years ahead?
Looking ahead, Keebler will maintain its approach to character representation while thoughtfully expanding into news platforms to infuse magic and focus on creating meaningful connection moments when families share treats together.
Throughout 2025 and beyond, you’ll find Ernie and the Elves in an integrated omnichannel experience spanning TV commercials, social media, and in-store presence. Our approach leverages technology by allowing consumers to scan each character cookie to unlock unique elf stories and personalities. This creates additional touchpoints for Keebler fans without compromising the magic of our brand.
Image credits: Keebler and Middle Grey Studios
About the Author
Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week’s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.
