Nutter Butter’s TikTok account has taken a bizarre turn. The cookie brand’s posts have become surreal and disturbing, leaving many viewers perplexed. One video shows a peanut-butter-cookie family home smeared in peanut butter, presented as a crime scene.
Another depicts Nutter Butter cookies dancing while a distorted voice chants. In a different clip, two cookies come together atop a peanut-butter base to an applause soundtrack. The videos have racked up 86 million views in September alone.
Cassie Fitzwater, 31, of Summersville, West Virginia, felt compelled to ask, “Nutter Butter, what is going on?”
The cookie sandwich brand’s funny, disturbing, and fever-dreamlike videos are part of a deliberate campaign strategy. It banks on creating lots of lore without making much sense. And so far, it seems to be working.
Since a particularly strange video went viral on September 11, Nutter Butter’s TikTok following has more than doubled, jumping from 400,000 to 1.1 million followers. That viral video features Mr.
Nutter Butter’s surreal TikTok strategy
Nutter Butter chasing a fan named Aiden who is in turn chasing a Nutter Butter cookie, accumulating 12.5 million views. Behind this unconventional content is a team from Dentsu Creative and Mondelez, which owns Nutter Butter. “Yes, we do it because our followers ask for it.
That’s what they find entertaining,” said senior social media manager Zach Poczekaj. “We want to leave room for interpretation because that’s what causes people to ask questions and come up with theories. And then we pull from those theories.”
Brand manager Caitlin Bolmarcich added, “Our followers love when we don’t follow the norms of other brand social media accounts.
It’s a rabbit hole they can fall into and see these surreal posts. So yeah, it’s on purpose.”
While it’s challenging to measure the direct impact on sales in real time, Bolmarcich notes a positive trend. “We’re seeing comments like, ‘I bought Nutter Butter today.
I haven’t bought one in 30 years.'”
The team plans to continue evolving their content in response to follower feedback. Nutter Butter is leveraging social media’s dynamic landscape to create memorable and shareable content that challenges traditional marketing norms, with promising engagement results.
