CLIENT
The Kellogg Company
Micheal E. Allen, SVP- Snacks Division
Scott Hamric, Mktg. Dir.- Cookies
Scott Sundheim, Sr. Brand Mgr.
Howard Schwartz, Sr. Brand Mgr.
Jim Sell, Dir.- Market Research
Janelle Bowman, Sr. Mgr.- Market Research
AGENCY
Amanda Skerski, Account Dir.
David White, SVP/Planning Dir.
Jessica Berger, Account Supervisor
Mark Oosthuizen, EVP/Creative Dir.
Dave Linne, EVP/Creative Dir.
Starcom MediaVest Group
Maria Capua, Media Dir.
SUMMARY
After three years of steep sales and share decline, the Keebler cookies brand was drowning in a cluttered, commoditized and declining category. The answer was going back to the raw, emotional experience of the cookie moment for consumers and the true magic only Keebler could bring to it. Tapping into this spurred the complete reinvention of the brand's long-standing icons, the Keebler Elves, transforming them into creatures that represent and embrace the special care and magic that originally built the Keebler brand. The campaign grew sales for the first time in three years by 7% and re-established Keebler as a key category player.
