Nutter Butter, a 55-year-old cookie company, has been garnering attention on TikTok with its unique social media marketing strategy. The brand has been posting bizarre and surreal content that has attracted millions of views and doubled their TikTok following. The team behind the content, including a social media manager at Dentsu Creative, the brand manager, and the digital and social lead for Mondelez, which owns Nutter Butter, have been intentionally creating content that stands out and leaves room for interpretation, drawing followers in and increasing engagement.
The content posted by Nutter Butter includes grainy photographs of Nutter Butter cookies in a dollhouse with peanut butter smeared everywhere, as well as a psychedelic style Mr. Nutter Butter in technicolor with a Nutter Butter cookie being shoved into a baby croc sandal in the background. These strange and captivating posts have contributed to the brand’s viral success on TikTok. One video in particular, featuring Mr. Nutter Butter chasing a character named Aiden who is chasing a Nutter Butter cookie, has gained 12.5 million views and helped the account grow from 400,000 followers to 1.1 million.
The team at Nutter Butter has intentionally created content that defies the norms of typical brand social media accounts in order to draw followers in and create a sense of mystery and intrigue. This strategy has resulted in increased engagement and interest from followers, with millions of views on videos and followers commenting that they are purchasing Nutter Butter products after seeing the content. The brand has been successful in reaching a wide range of age groups, including Gen Z, Millennials, and Gen X, with their humorous and engaging content.
Nutter Butter’s content strategy focuses on humor and engagement rather than traditional marketing tactics, as they have found that more sterile posts do not resonate well with followers. The brand has taken risks with their content, including posting recipe content that received pushback from followers who preferred the more surreal and bizarre content. Despite being a well-established brand, Nutter Butter has found success in staying relevant on social media by taking a different approach and standing out from the competition.
Looking ahead, Nutter Butter plans to continue evolving with their audience and creating content that entertains and engages followers. The brand aims to listen to their followers and provide content that resonates with them, ultimately keeping Nutter Butter top of mind and increasing sales. While the current viral moment may seem temporary, Nutter Butter is committed to keeping followers entertained and continuing to grow their presence on TikTok.
