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Key Takeaways:
- Keebler’s new cookie rollout turns packaging into a family fun gateway, with scannable packs that lead to a sweepstakes, online stories, and a shot at a $20,000 adventure.
- Familiar elf characters like Ernie and Ella take center stage, helping the brand build a world that stretches from the cookie aisle to social feeds and homes.
- This campaign shows how even a snack launch can spark connection, using storytelling, nostalgia, and real-world surprises to make it memorable.
Keebler’s new cookies aren’t just shaped like elves — they come with magic, too.
The snack brand has officially debuted its new "E.L. Fudge Choco Vanilla" cookie.
It's the latest addition to its lineup, featuring vanilla-flavored creme tucked inside chocolatey fudge-covered cookies.
Made together with agency Anomaly, the full campaign comes with a hero spot starring the Keebler Elves as they make the new cookie inside their humble Hollow Tree.
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The launch comes with an exciting sweepstakes, offering weekly gift cards and a grand prize family adventure.
They can enter the sweepstakes by scanning E.L. Fudge Choco Vanilla packs and visiting OpenforMagic.com.
Here, weekly winners will receive $25 gift cards, and one lucky family will get the chance at a grand adventure worth up to $20,000.
In select cities like New York, Chicago, and Cincinnati, fans can even follow “elf-sized footprints” and the scent of fudge to find surprises in person.
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Keebler's new E.L. Fudge Choco Vanilla is molded to resemble beloved Hollow Tree characters like Ernie, Ella, Leonardo, and a newcomer named Buckets.
The new cookies will begin hitting shelves nationwide today, May 7.
Consumers can also scan the packaging to enter "Open for Magic."
It's a new digital hub that invites families to unlock new elf stories and join in on the sweepstakes, which runs through June 22.
For creative agencies like Anomaly, campaigns like this show how immersive storytelling can extend a brand’s reach across physical and digital spaces.
It's one way to turn simple product launches into moments of magic and joy — all while staying in line with the Keebler brand identity.
Once Upon a Cookie
Alongside the product launch, Keebler released 15- and 30-second spots that bring the elves' world to life.
This will air across Instagram, Facebook, X, and other platforms.
In the ads, Ernie and the gang reveal how the new cookie came to be, with cheerful narration and whimsical visuals that stay true to its long-running brand voice.
Here, we enter the Hollow Tree and witness how Ella's happy accident led to the creation of the E.L Fudge Choco Vanilla.
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In other social posts, we see street "sightings" of the elves, scattered around the streets of New York, Chicago, and Cincinnati.
Overall, Keebler’s latest campaign offers a nostalgic, family-friendly experience that shows how the brand continues to be magical after all these years.
Previously, Orkin and DDB Chicago dropped a playful new campaign showing how its services can outsmart even the smartest of house pests.
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