"A Haunted House, Psychedelic Cats and Shrimp: Inside Nutter Butter’s Fever Dream"
The New York Times
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.
The Nutterverse would not exist without its brilliantly unhinged creators:
Olivia Matalon
Zachary Poczekaj
Lorena Pedetti
Sandra Yang
Bridget Jewell
Tony Wood
Cannes Lions - Gold (Social)
Cannes Lions - Gold (PR)
Webby Awards - Winner (Social, Weird)
Webby Awards - People's Voice Winner (Best Shopping or Social Commerce Campaign)
One Show - Gold (Social Media)
One Show - Bronze (Social Media)
ADC Awards - Gold (Interactive)
ADC Awards - Gold (Interactive)
D&AD Awards - Shortlist (Media)
Clio Awards - Shortlist (Public Relations)
AdAge Creativity Awards - Winner (Social Campaign of the Year)
AdAge Creativity Awards - Winner (Best Use of TikTok)
The Drum Awards for Marketing - Social Campaign (Winner)
The Drum Awards - Organic Social (Nominated, pending)
The Drum Awards - Use of Social Platforms (Nominated, pending)
The Drum Awards - Digital & Social Media PR (Nominated, pending)
The Drum Awards - Content: Use of Social Media (Nominated, pending)
Cresta Awards - Bronze (Best Use of TikTok)
Cresta Awards - Bronze (Brand Transformation)
Cresta Awards - Shortlist (The #OMG Award)
Gerety Awards - Shortlist (Effectiveness, Mobile)
Gerety Awards - Shortlist (Communication, PR)
Kinsale Sharks - Bronze (Best use of Social Media)
Kinsale Sharks - Bronze (Digital & Social Media)