Nutter butter: enter the nutterverse

Nutter Butter was a 55 year-old classic American cookie with a major relevancy problem. The brand hadn’t advertised in decades and the snack category has more competitors with bigger budgets than ever before. Armed with a very modest budget and even less cultural relevancy, we leveraged creativity to rebuild Nutter Butter’s brand love in a world that felt like it had moved on from the old-fashioned snack.

The creative idea? The Nutterverse: an ever-expanding world of absurdist escapism so distinct, engaging and thumb-stoppingly nutty that viewers couldn’t turn away. Every TikTok incorporated elements of surreal storytelling, cultural phenomena, and most importantly, the peanut-butter product itself.

A key ingredient to the Nutterverse's success was to incorporate fan comments, reactions and conspiracy theories to help write every new piece of content. As a result, hyper-engaged viewers became emotionally invested in solving the abstract mysteries of the Nutterverse, its lore and interwoven characters. The combination of community-driven non-linear storytelling and application of our unique visual style quickly established Nutter Butter’s presence, while instantly setting us apart from every other brand on social.

The Nutterverse led to an unexpected cultural renaissance for Nutter Butter, creating a cult-following of new fans (+1M new followers) and more importantly, an impact on the bottom line: household penetration for Gen Z has grown +16.5% vs a year ago.

Nutter Butter was named one of Fast Company’s 15 most innovative businesses in 2025, noting that “the cookie brand’s calculated shift to the unhinged shows that a distinct vision and commitment to it can yield impressive results.” 🔥