Beloved cookie brand Nutter Butter has gone viral for its strange promotional posts that have left fans confused.
Over the past month, users have become concerned about the famous cookie brand posting creepy TikTok videos on their accounts.
Many have asked, “Are you okay?” to the 55-year-old company that appears to have adopted a new and unique social media strategy to promote its peanut butter treats.
Although the company has been posting strange clips like this since early this year, people and even other brands have started to question the bizarre ads.
In a post from Friday, a fragment of a giant Nutter Butter cookie filled the center of the screen, while a colorful background surrounded it.
However, the cookie was no ordinary Nutter Butter, as it had shrimp for legs, lips on its head, a shrimp mustache, and fragments of a cat and a mask, all while a strange sound played.
Beloved cookie brand Nutter Butter has gone viral for its strange promotional posts that have left fans confused
Many have simply asked, “Are you okay?” to the 55-year-old company that appears to have adopted a new and unique social media strategy to promote its peanut butter treats. (photo: a clown dressed as Nutter Butter)
After the video was uploaded to the company account, Nutter Butter commented on “the dreams,” while others were left confused.
“Chat is so real,” Subway commented, while Hot Pockets said, “Heard.”
Users also commented on the curious video, as one said: ‘I am NOT eating nut butter anymore.’
“UMM NUTTERBUTTER I’M HERE IF YOU WANT TO TALK BUDDY,” another added.
Someone else said: ‘Blink twice if you need help.’
In another video posted in September, the company showed what appeared to be an interview-style setting, as a voice recording read: “We have recently been made aware of Nutter Butter’s social media accounts, and we just wanted to say it’s time to apologize -,” the voice said before the video cut.
In another clip, pinned to the company’s page, two regular-sized Nutter Butter cookies and a baby cookie are seen entering a peanut butter-smeared haunted house as spooky music plays in the background.
Suddenly a clown appeared on the screen before turning into one of the cookies and starting to dance around.
“I’m shocked,” one person wrote.
In another clip, pinned to the company’s page, two regular-sized Nutter Butter cookies and a baby cookie are seen entering a peanut butter-smeared haunted house as spooky music plays in the background.
As users scrolled through the video, cookies were seen around the peanut butter-smeared home, appearing to mimic a blood-splattered crime scene.
Swedish Fish commented on the video, “I love what you’ve done with the place,” while Wheat Thins disagreed, saying, “I’m logging out.”
Cookie fans were left almost speechless and scared when someone wrote, “Are you paying for my therapy or?”
“This crosses a line I didn’t know I had,” another admitted.
“This is crazy,” someone else joked.
A clown is seen dancing around as the peanut butter cookies surround him
Zach Poczekaj, a senior social media manager at Dentsu Creative, a media agency that works with the company, said they create this type of content on purpose “because our followers demand it.”
While some people found the videos strange, others were interested in the clips.
“I’ve never wanted a nut butter cookie as much as I do right now,” one person said.
“I bought some today so it works,” wrote another.
Since sharing the bizarre videos, the Nutter Butter TikTok account has risen from 400,000 followers to 1.1 million.
In many of the clips, the cookie company introduces viewers to a character named Aidan – a true fan – who is followed by Mr. Nutter Butter.
The cookie company’s social media team said this CNN exactly why they went this route to promote the iconic brand.
Zach Poczekaj, a senior social media manager at Dentsu Creative, a media agency that works with the company, told the outlet that they create this type of content on purpose “because our followers demand it.”
‘They find that entertaining.
‘Yes, we want to leave room for interpretation, because that causes people to ask questions and come up with theories. And then we draw on those theories, and we say this could be part of the whole storyline that we’re going after,” he added.
Since sharing the bizarre videos, the Nutter Butter TikTok account has risen from 400,000 followers to 1.1 million
Caitlin Bolmarcich, Nutter Butter’s brand manager, said they track the comments as they come in each time they post.
‘It is a very current situation. It’s already happening, so it’s difficult to measure the exact impact at this point.
‘We are of course monitoring this closely and expect it to remain that way. But what I’m saying is that all the comments we see are like, “I bought Nutter Butter today. I haven’t bought one in 30 years,” she said.
Kelly Amatangelo, the digital and social leader of cookie company owner Mondelez, said the trend is reaching all generations.
“It’s really spreading across many generations, from Gen Z to Millennial to Gen X, which we like to see as a brand on organic social media,” Amatangelo revealed.
“I think with this content strategy here, and really using humor to drive engagement, it helps to be top of mind,”
As for what’s to come, Poczekaj told the outlet “we always try to evolve with our audience.”
“Although it seems like a bit of a moment right now, we’re just going to roll with the punches and see what it is that they do. [followers] because we want them to enjoy themselves at the end of the day and think about the cookie. Naturally.’