Nutter Butter, You Good?

Challenge

GOING VIRAL WITHOUT MEDIA SPEND

By 2023, Nutter Butter hadn’t advertised in over a decade. Sales were dwindling and retailers were dropping the product. With zero media budget, we couldn’t outspend the deep pockets of the competition. We had to outsmart them. Our mission: make a 56-year-old cookie culturally relevant to Gen Z through engaging content, without a single dollar of media spend.

Solution

FEED THE WEIRD

Gen Z wasn’t interested in polished ads or influencer content, so we stopped acting like a brand and started acting like a fandom. They wanted weird. Engaging lore. Easter eggs. So we built the Nutterverse: an absurd, ever-expanding world packed with surreal characters, cryptic storylines, and just enough co-created chaos to keep them coming back for more.

Result 

COMMIT TO THE BIT

Every TikTok took our fans deeper down our rabbit hole. Storylines never reached conclusions. Lore constantly evolved. And while they never looked like ads, one thing was always front and center: the cookie itself. 

The result? Our unique strategy launched Nutter Butter into a viral phenomenon, redefining the concept of branded content while driving real world purchase and cultural relevance.