Keebler Company's Slogans & Taglines

The Keebler Company is an American cookie and former cracker manufacturer with origins tracing back to 1853, when Godfrey Keebler opened a small bakery in Philadelphia. The modern company was incorporated in 1927 as the United Biscuit Company of America, a consolidation of regional bakeries stretching from Salt Lake City to Philadelphia. In 1966, the company adopted Keebler as its unified corporate title and single brand name, unifying a sprawling assortment of products under one of the most recognisable identities in American food. The brand was distinguished by its direct-store-door (DSD) delivery system and the beloved cartoon mascot Ernie the Elf, who presided over the "Hollow Tree" factory with his fellow elves. Core offerings today encompass a portfolio of iconic cookie and cracker brands including Cheez-It, Chips Deluxe, E.L. Fudge, Famous Amos, Club Crackers, Vienna Fingers, and Town House. The company also ranks as the leading manufacturer of Girl Scout Cookies, producing more than 60 percent of all such cookies sold. Brand messaging has been anchored by the official slogan Uncommonly Good, reflecting the brand's heritage of quality and elfin ingenuity. After corporate transitions including acquisition by United Biscuit (1974), a leveraged buyout and turnaround (1996), and acquisition by Kellogg's (2001), the brand was sold to Ferrero in 2019. In 2020, Ferrara launched a comprehensive refresh with the new platform Made with Magic, Loved by Families, bringing Ernie into the real world alongside modern multicultural families.