Nutter Butter / USA / 2024Social
Nutter Butter, You Good?
Nutter Butter, a 55-year-old cookie that hadn't advertised in years, came back on TikTok with 'The Nutterverse', a run of surreal, unsettling videos that left fans asking if the brand was OK.
- Brand
- Nutter Butter
- Agency
- Dentsu Creative New York
- Market
- USA
- Region
- Global
- Year
- 2024
The challenge
The brand had faded from view and needed to reach Gen Z, who spot a sales pitch fast, on a small budget.
The idea
Dentsu Creative New York treated the long silence as a clean start and built an absurdist TikTok universe using analog-horror tropes, distorted sound and deep-fried graphics. Fan theories became prompts for new posts, videos hid clues, and duets and stitches pulled fans into the story.
Results
- According to The Drum Awards entry, Gen Z/Y household penetration rose 16.5% year on year (26 weeks to 26 Oct 2024).
- The entry reports 249M+ earned views and 768K+ new TikTok followers with $0 media spend.
- The entry counts 177 media placements, with 3.3B+ impressions.
Case study source: The Drum Awards Source ↗
Awards
- Cannes Lions 2025Social & Creator – F06 BREAKTHROUGH ON A BUDGETGold
- Cannes Lions 2025PR – B04 CONTENT CREATION & PRODUCTIONGold
- The Drum Awards for Content 2025 Grand Prix
- The Drum Awards for Content 2025 Gold (Use of Social Media)
- The Drum Awards for PR 2025 Gold (Digital & Social Media PR)
Credits
- Creative agency
- Dentsu Creative New York
