Elves - Community of elfin creatures living in a hollow tree on a
variety of TV spots produced for the United Biscuit Company (No. 2 in the
cookies and crackers market). Their chief spokesman is Ernie the Elf, who
sported white hair, and a business outfit that included a red hat, white shirt
with yellow tie, green jacket, red vest, and yellow pants with red socks.
Created in 1968 by the Chicago-based Leo Burnett Co., for the Keebler Company,
Ernie and his industrial baker elves espoused the "uncommonly good" products
from the Hollow Tree Bakery. Ernie was immortalized in fudge when Keebler
created E. L. Fudge, a fudge-coated shortbread cookie in the shape of Ernie the
Other elves seen include a pudgy Fryer Tuck, who touted the goodness of "Munch 'ems,"
two teenage elves Zoot and J.J., Zoot's best friend who pushed pizza taste of "Pizzarias,"
as well as Ma Keebler, Ernie's mother; Elmer Keebler, a baker-in-training;
Buckets, who splashes fudge on cookies; Fast Eddie, the cookie and cracker
wrapper; Sam, the peanut butter maker; Roger the cookie jeweler, Doc, the doctor
and cookie maker; Zack, the fudge shop foreman; Flo the Tree Accountant;
Leonardo the artist; and Professor, Edison, Larry, and Art.
Ernie and his Crew
TRIVIA NOTE: Located at One Hollow Tree Lane in
Elmhurst, Illinois 60126. the Keebler Company was named after Godfrey Keebler, a
baker who opened a shop in Philadelphia in 1853. In 1927, the Keebler bakery
joined forces with other bakers to form the United Biscuit Company (later
headquartered in West Drayton, Middlesex, England.)
On March 2001, the Kellogg Company from Battle Creek, Michigan acquired Keebler
Foods Company for $3.9 billion. The Keebler Company also makes Zesta Crackers,
Wheatable, O'Boises, Ripplin' Snack Chips and Town House Crackers.
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