Keebler logo |
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| Type | Public |
|---|---|
| Industry | Food processing |
| Founded | Philadelphia, Pennsylvania, U.S. (1853) |
| Founder(s) | Godfrey Keebler |
| Headquarters | Battle Creek, Michigan, U.S. |
| Area served | Nationwide |
| Products | cookies crackers |
| Parent | Kellogg Company |
| Website | www.keebler.com |
The Keebler Company is the largest cookie and cracker manufacturer in the United States. Founded in 1853, it has produced numerous baked snacks.[1] Keebler has marketed its brands such as Cheez-Its (which have the Sunshine Biscuits brand), Chips Deluxe, Club Crackers, E.L. Fudge Cookies, Famous Amos Cookies, Fudge Shoppe Cookies, Murray cookies, Austin, Plantation, Vienna Fingers, Town House Crackers, Wheatables, Sandie's Shortbread, Chachos and Zesta Crackers, among others.
The Keebler slogan reads "Uncommonly Good". Tom Shutter and Leo Burnett wrote the familiar jingle.[1]
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Godfrey Keebler opened a bakery in Philadelphia, Pennsylvania in 1853. In 1927, this bakery and others formed the United Biscuit Company, which at one point was headquartered in West Drayton, Middlesex, England.[2]
Keebler-Wyl Bakery became the official baker of Girl Scout Cookies in 1936, the first commercial company to bake the cookies (the scouts and their mothers had done it previously). By 1978, four companies were producing the cookies.[3] Little Brownie Bakers is the Keebler division still licensed to produce the cookies.
In March 2001, The Keebler Company was acquired by the Kellogg Company.[1] At that time, headquarters were based in Elmhurst, Illinois.[4] Currently, Keebler has manufacturing plants in United States, Canada, Thailand, Indonesia, and Malaysia.
The animated Keebler Elves, led by "Ernest J. Keebler", or "Ernie", rank among the best-known characters from commercials.[1] The elves have appeared in countless television advertisements throughout the years, shown baking their unique products. In the commercials, The Keebler tree logo is often turned into the tree in which the elves reside.
Burnett's company created the elves in 1968, calling the bakery "The Hollow Tree Factory."[2]
J.J. Keebler was the "blustery" original head elf in 1969. Ernie Keebler became "head elf" in 1970.[5] White-haired Ernie wears a green jacket, a white shirt with a yellow tie, a red vest, and floppy shoes.[5]
Other elves were Fryer Tuck (who promoted "Munch-ems"), Zoot and J.J. (known for Pizzarias), Ernie's mother Ma Keebler, young Elmer Keebler, Buckets (who threw fudge on the cookies), Fast Eddie (who wrapped the products), Sam (the peanut butter baker), Roger (the jeweler), Doc (the doctor and cookie maker), Zack (the fudge shoppe supervisor), Flo (the accountant), Leonardo (the artist),[2] Elwood (who ran through the dough),[5] Professor, Edison, Larry and Art.[2]
The Hollow Tree motif was repeated at Keebler/Kelloggs factories in Columbus, Georgia and Elmhurst, Illinois, whose street address or employee entrance is at 1 Hollow Tree Lane.
Many of the Keebler commercials were narrated by the announcer Danny Dark.
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