At Nerdist, we are experts at delivering comprehensive television, film, and comics coverage. We can spot Easter eggs with ease, or give you all the info you need in an explainer piece. But we also like to write about some pretty weird stuff, from an obscure video on the internet to food that frankly no one should be eating. Some things are so incredibly disturbing that we have to make sure that we aren’t the only ones who saw it. That’s what happened when we stumbled upon the very wild social media pages of Nutter Butter, who have taken their ad campaign strategy in a fever dream-like and horrifying direction.
For those who aren’t familiar, Nutter Butter is a longstanding peanut butter cookie company. It’s classic cookie has two peanut shaped and wafer designed cookies that sandwich a center made with peanut butter. The company has been around over 50 years, and apparently Nutter Butter’s ad marketing team decided that absurdist horror images are the new way to drive engagement and keep people interested in its brand.
And honestly, they aren’t wrong. There’s some sort of ongoing lore on the page featuring a villain called the “Nutter Butter Man.” It’s like someone made a creepy fan page and started making up fanfic, except this is real.
Nerdist’s Take: Nutter Butter Is Clearly Targeting Gen Z and Gen Alpha, and We Are Actually Here for the Weird Ads
Nutter Butter’s weird social media ads are racking up numbers, with the company having almost three million followers on TikTok. We are sure that the creepypasta-loving Gen Z and Gen Alpha crowd makes up a big part of that number. Our staff is comprised of olds, but we are not made at the company’s approach, even if it baffles us a bit. Some folks online say they feel dark and demonic energy from the Nutter Butter posts, which is leading to some interesting discourse. In the end, it is all getting more attention for the company, and presumably making them money.
While it is new to our eyes, Nutter Butter has apparently been up to shenanigans since at least 2024, with some saying they started this in 2022, eschewing traditional advertising with whatever is going on here. The Nutter Butter videos will make you feel like you’ve taken some sort of hallucinogenic drug. Going viral is the pathway to staying relevant, and that’s what this company is doing.
So there you have it. We hope those images are seared into your brains, just like they are in ours.