Nutter Butter

On Nutter Butter, the social strategy underwent a full transformation—shifting from low-effort meme content to a rich, character-driven narrative anchored in absurdity and escapism. At the outset, the brand was a low-priority client with limited funding and a reputation for being overly provocative. The goal was to reset that tone while still standing out—by exploring niche micro-trends and tapping into the strange, overlooked corners of the internet.

The strategy evolved into a surreal storytelling universe featuring characters revived from pre-90s commercials, like the Nutter Butter Man, alongside original additions such as Aidan. These figures were given lore, purpose, and narrative arcs that slowly unfolded across platforms. Content was embedded with hidden messaging—binary, Morse code, and other encrypted formats—that primed fans for a full-blown alternate reality game (ARG). A growing community of internet sleuths emerged, scanning every post for clues, collaborating on theories, and immersing themselves in the nutty world being built.

A major breakthrough came through bespoke surprise-and-delight packages sent to hand-picked creators and celebrities aligned with the brand’s strategic pillars. These seeded narrative elements and deepened community engagement.

This unconventional approach went on to win two Webby Awards, recognized for simply being Weird.

Notable accomplishments include: 

• "N is for the way you nut at me" viral Nutter Butter tweet - 28M impressions, 15k+ follower increase
• "aidan" viral Nutter Butter TikTok - 500k+ impressions, 35k+ follower increase
• "aidan" viral Nutter Butter Reel - 4.5m+ impressions, doubled following of 40k at the time (now over 100k, 348%+ since July '22)
• Client reported a considerable uptick in physical sales among Gen Z consumers and attributed it to the work taking place on organic social channels
• 2x Webby Winning Strategy

Press:

• AdWeek: How Nutter Butter Won Over Gen Z With an Absurdist Instagram Strategy
• Vulture: When Brands Got Horny
• AdAge: 8 Social Media Teams to Watch
• Into: Nutter Butter Gets Sent to Horny Jail for X-Rated Tweet
• The Takeout: Nutter Butter is Horny on Twitter, But So Are All These Other Brands
• Complex: People React to Nutter Butter's Dirty Joke in Latest Off-Brand Twitter Moment
• Queerty: Nutter Butter is tweeting about getting nutted on and… Gay rights! We… guess?
• Out: Nutter Butter Wants You To Know They Like Getting 'Nutted On'
• Jezebel: Horny Jail Welcomes the Class of 2023