Keebler’s Ernie the Elf Returns Under New Management

In his first marketing campaign under Ferrara, part of The Ferrero Group, Ernie the Elf is here to spread the word about new and improved Keebler cookies.

These changes involve introducing more quality ingredients into its products, such as more real chocolate in its Chips Deluxe offering and more Madagascar vanilla in its Pecan sandies. A packaging redesign mentions these updates, too.

Last summer, The Ferrero Group, maker of Nutella, purchased the 167-year-old Keebler brand along with Famous Amos cookies from Kellogg’s in a deal worth $1.3 billion. As soon as the acquisition was complete, Keebler’s new owners got to work on refreshing the brand, according to Ryan Nolan, senior associate brand manager at Keebler.

In a few different 15-second spots created by Ferrero’s internal agency Pubbliregia, Ernie checks in on various families munching on cookies at home through a pair of binoculars from his socially distant Hollow Tree in the woods.

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