Nutter Butter shows us why being insane online works

Nutter Butter just showed us why being absolutely, clinically unhinged online is actually ok (as if I needed permission.)

Not only is it okay, but it’s also apparently a winning strategy.

Not sure if you’re lucky enough to have come across the snacking brand's TikTok as of late. I hadn't, until nano-influencer Cassie Fitzwater posted a PSA that everyone drop everything and head to the account, asking 'Nutter Butter, are you guys okay? Are you doing alright? I might have nightmares.'

Her video garnered over 3.2 million views. And it sent an enormity of traffic to the brand's page, only to uncover the absolute insanity that was being posted there.

Fair warning, this content is not for the faint-hearted.

When I say unhinged, I mean borderline disturbing, strange edits, creepy music, and even creepier characters.

I’m not kidding. Watching these alone made me feel like the Nutter Butter Man was going to pop out from behind my couch and force-feed me a family-sized peanut butter sandwich cookie (which most of the videos revolve around.)

The brand's social media team responded to Fitzwater’s video with one of the most unhinged videos yet. It featured two Nutter Butter Cookies (with faces that could only be considered more nightmare fuel for the influencer) repeating 'yes.'

The video now has over 16 million views and over 1 million likes.

In the two weeks since Fitzwater posted her video, Nutter Butter’s TikTok following has more than doubled. Fellow brands have even chimed in with their worry. 'Bestie we’re really concerned,' Pinterest said. Arby's commented, 'blink twice if you need help.'

Nutter Butter's X account is also wildly absurd.

It includes random 'help' tweets and other comments that would only make sense if the person behind the account is being held hostage. Like they only have 30 seconds of phone time a day to blurt out random tweets. Or maybe LONGLEGS got to the Nutter Butter team?

'ALONE,' one reads, while another says “T̴͍̺̜̗͛͗̚̕H̷̪͉͈̟̦̽͛̑È̸̹̈͜ ̶̭̠̘́̃͒́P̴̝͙̗͋̌̋Ḁ̵̢͔͚̩̈́̎͌S̴̯̳͛̄̌T̴̢̧̮̫͕͆͛̍̕”

This strategy may be severely unconventional – but in terms of attention, it’s working.

Embracing the 'nuttiness' of the brand is no accident, either.

The absurd content is a part of a carefully crafted universe Nutter Butter has been creating over the span of years.

This strategy includes recurring characters and storylines. The two main characters are Aidan, a ‘brand super fan’ and The Nutter Butter Man. You know, the one I said I thought might appear in my lounge.

The supporting characters are Nadia, a cloud of freaky black smoke, Mr. 1021, a scary silhouette figure, and Nutey Nuter, a peanut butter cookie with a face only a mother could love.

Over the last three years, fans on Reddit have tried to untangle the madness that is the Nutter Butter lore, attempting to understand the complex storylines these characters adhere to.

The content that has surfaced in the last three weeks is the culmination of their theories weaved into Nutter Butter's execution.

Brands who follow similar ‘unhinged content’ strategies like Duolingo and Scrub Daddy seem to resonate with their millennial and Gen Z audiences.

But none are more unhinged or seem to be resonating more than Nutter Butter right now.

That’s what you call literal method behind the madness.

-Sophie, Writer

🤪 Can’t get enough of Nutter Butter’s unhinged TikTok? We break down why their wild content is winning. 🎧 Check the clip here!