Nutter Butter, You Good?
Agency
Dentsu Creative
Roles
Motion Designer / AR
Client
Nutter Butter
BRIEF
By 2023, Nutter Butter hadn’t advertised in over a decade. Sales were dwindling and retailers were dropping the product. With zero media budget, we couldn’t outspend the deep pockets of the competition. We had to outsmart them. Our mission: make a 56-year-old cookie culturally relevant to Gen Z through engaging content, without a single dollar of media spend.
APPROACH
Gen Z wasn’t interested in polished ads or influencer content, so we stopped acting like a brand and started acting like a fandom.They wanted weird. Engaging lore. Easter eggs. So we built the Nutterverse: an absurd, ever-expanding world packed with surreal characters, cryptic storylines, and just enough co-created chaos to keep them coming back for more.
IMPACT
Nutter Butter earned 177 media placements generating 3.3B+ impressions. Outlets such as The New York Times, CNN, Forbes, Today, BuzzFeed, Fast Company, CBS Pittsburgh, Ad Age, Adweek, The Daily Mail, SiriusXM, and The Food Network all shared the Nutterverse with their audiences. All in all, the campaign garnered:
$3.3B
Earned Impressions
250M
Earned Views
1.1M
New
Followers
770K+
New TikTok Followers
20K+
Earned Posts
16.5%
Increase in Gen Z/Y
$0
Media Spending
NUTTY FILTER
Credits
Executive Creative Director: Bridget Jewell
Associate Creative Director: Jane Stolar, Sam Stryker
Art Director: Molly Robison
Associate Content Director: Ehi Omigie, Lorena Pedetti
Content Creator: Olivia Matalon
Copywriter: Marvin Lim
Brand Manager: Caitlin Bolmarcich
Social Media Manager: Cristina Rinaldi
Associate Motion Design Director: Kelly Bray
Sr Motion Designer: Blair Kelly
Sr Motion Designer: Arthur McCoy