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For example, one post shows grainy photographs of Nutter Butter cookies in a dollhouse with peanut butter smeared everywhere, set to a spooky soundtrack. It looks like a peanut butter crime scene. But 7.6 million people have viewed the post.

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Zach Poczekaj, a senior social media manager at Dentsu Creative, Nutter Butter’s creative partner; Caitlin Bolmarcich, the brand manager for Nutter Butter; and Kelly Amatangelo, the digital and social lead for Mondelez, which owns Nutter Butter, run the cookie’s social media accounts.

Poczekaj: Yeah, we want to leave room for interpretation because that’s what causes people to ask questions and come up with theories. And then we pull from those theories, and we say,that could be a part of this whole storyline that we’re going after.

Caitlin Bolmarcich:We’re seeing millions of views on videos that we launched a long time ago, and you can tell it’s just people that are scrolling back in the feed to try to understand and put it all together, which has been fun to see as part of this viral moment.

Poczekai: Our followers love when we don’t follow the norms of other brand social media accounts. It’s what draws them to the account. It’s like a rabbit hole that they can kind of fall into and they see these surreal posts. So yeah, it’s on purpose.

Bolmarcich:It’s a very live situation. It’s kind of happening as we speak, so it’s hard to measure the exact impact at this point. We’re obviously monitoring it very closely and expect that to continue. But what I will say is all the comments that we’re seeing are like, ‘I bought Nutter Butter today. I haven’t bought one in 30 years.’

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Kelly Amatangelo:it’s really spreading across a lot of generations from Gen Z to Millennial and Gen X, which we love to see as a brand on organic social. I think with this content strategy right here, and really using humor to kind of drive engagement, it helps drive being top of mind.

Bolmarcich:I think that it’s really hard to sell to people on social media nowadays. People don’t want to be sold sterile posts, and things like that don’t resonate well. Last year, for April Fool’s Day, we started to post recipe content, which is what a lot of other brands do seriously. And the pushback that we got from our followers being really upset and being like, ‘oh no, they went normal.’ We thought it was hilarious on our side. We laughed for two weeks straight after that. But it just shows what we’re doing is working.

Do you feel like because you have a bigger platform and a more established brand, you could take a risk with the content?

Bolmarcich:I kind of argue the opposite. With some of the brands being around for such a long time, it’s harder for us to get into relevant conversations. A lot of the brands in our portfolio are tried and true and have been around for a long time. And I think smaller brands have more places to be able to carve out what they want.

Poczekai: The point is we’re always trying to evolve with our audience. While it does kind of seem like a moment right now, we’re just going to keep rolling with the punches and see what it is that they (followers) want, because we want them to be entertained at the end of the day and think of the cookie. Of course.

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