Nutter Butter, You Good?

How do you reintroduce Nutter Butter, a 55-year-old peanut cookie, to a world that’s forgotten about you? Create your own world on TikTok, call it The Nutterverse, and make it really hard to leave. We used the cookie’s obscurity as the perfect opportunity to re-establish its nuttiness in a completely unexpected way; co-creating every peanut-filled TikTok through fans comments, reactions and conspiracy theories. The Nutterverse expanded to the tune of 177 media placements generating 3.3B+ impressions and 249M+ earned views. All with a $0 media spend.