For the last month, Nutter Butter's TikTok account has been buzzing with user comments and video responses as part of the brand's unusual social media strategy. Despite being a 55-year-old cookie company, Nutter Butter has managed to stand out in a competitive market by creating head-scratching and viral-worthy content that has resonated with users.
By posting bizarre and surreal videos, such as images of Nutter Butter cookies in unusual settings paired with eerie soundtracks or psychedelic animations involving their mascot, Mr. Nutter Butter, the brand has seen a significant surge in followers and views on TikTok. The team behind Nutter Butter's social media accounts, including Zach Poczekaj from Dentsu Creative, Caitlin Bolmarcich, and Kelly Amatangelo from Mondelez, have been credited with orchestrating this successful digital presence.
The strategy seems to be working well, as evidenced by the increase in followers and engagement on the platform. The team attributes the success of their content to the fact that it deviates from the standard norms of brand social media accounts, drawing followers into a surreal and entertaining rabbit hole of content. The brand's approach has not only captured the interest of existing followers but also attracted a broader demographic, spanning across different generations from Gen Z to Gen X, thereby solidifying Nutter Butter's presence on organic social media channels.