One woman is demanding answers after her pack of Nutter Butter was missing something crucial: the butter. Her plea, however, resulted in folks begging her to take back her demand, lest she face the “wrath” of the Nutter Butter TikTok page.
In a viral clip, TikToker Siearra Luna (@lunacee666) shared her shock at opening her pack of Nutter Butters and seeing it completely devoid of the peanut butter filling. She grabs the cookies and demands, “Where’s the middle? Where’s the butter to my nutter?”
She shows the filling-less Nutters before muttering, “What the [expletive]?”
Viewers are fearful of Nutter Butter
Luna may have been concerned about her sans-butter snacks, but viewers had another, more pressing worry on their mind.
Several of the 18 million viewers begged Luna in the comments section to just take the L and eat the snack.
“Girl nutter butter is scary don’t make them angry,” one said. Another said that the snack company was “going through it” on Twitter.
“Nutter butter is going through something right now man idk,” a user wrote. While another warned, “Bro don’t wake them up.”
It seems others were fed up with Nutter Butter’s posts, as one wrote, “I blocked nutterbutter so long ago because their weird posts were making me uncomfortable I don’t even trust nutterbutters anymore.”
What’s up with the Nutter Butter social media accounts?
Upon browsing through the snack’s X page, one can understand why folks on Luna’s clip were quaking in their boots. Its last post was in March, but all its previous posts were concerning, to say the least. Many of the posts were just one word, odd phrases, or straight-up gibberish. For instance, its last post was simply “WE ALL WE.”
Its TikTok account is worse. The page is littered with absurdist humor and low-quality Photoshopped images of the Nutter Butter that send chills down folks’ spines. Its pinned video with 20 million views, for example, is an odd edit of a Nutter Butter at a playground while creepy music plays. It caused folks to accuse Nutter Butter of using “analog horror” in its content.
Of course, this is all meticulously planned. The absurdist humor and “radical” content that is filled with characters and deep lore is all part of the “Nutterverse.” This is a marketing strategy under the “Nutter Butter, You Good?” campaign. It aimed to reach Gen Z audiences–and it worked. The campaign won two Gold Cannes Lions awards for its efforts.
The ‘Nutterverse’
In a case study about the campaign, creative agency Dentsu Creative revealed the reason they decided to approach Nutter Butter’s campaign this way.
“Nutter Butter’s complete lack of advertising in over a decade provided the golden opportunity to give it something most other brands can’t get: a fresh start,” the article stated. “With no brand guidelines to adhere to, we had the freedom to build a groundbreaking social approach for one of the oldest products in the category.”
This is where the “Nutterverse” was born. According to the agency, each and every horrifying TikTok “incorporated elements of surreal storytelling, cultural phenomena, and most importantly, the peanut-butter product itself.”
The goal, then, was for the brand to be seen as, well, “nutty.”
@lunacee666 @nutter butter ♬ original sound – siearra luna
“Thanks to TikTok’s functionalities like duetting, stitching, and reposting, the social platform was the perfect home for this bold idea,” the article read. “As the Nutterverse expanded, it became an ever-evolving reflection of our fandom and their taste for absurdity.”
It worked.
With media placements, catching celebrities’ attention, and earning a cult following, Nutter Butter was relevant again.
As the case study concluded, “And perhaps nuttiest of all? All of this was achieved with $0 media spend.”
The Mary Sue reached out to Luna via TikTok direct message and to Mondelez International via email.
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