Nutter Butter, Are You Good? An Investigation.
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October 7, 2024This post was originally published on this site
The cookie sandwich brand’s videos — funny, disturbing, fever-dreamlike — rack up tens of millions of views. The secret is lots of lore without much sense, the campaign’s strategists explain.
Cassie Fitzwater hadn’t thought about Nutter Butter in years — until she saw the brutal crime scene photos.
A post on TikTok showing the home of a peanut-butter-cookie family smeared in peanut butter gore — the aftermath of a double cookie homicide — left Ms. Fitzwater, 31, of Summersville, W.Va., “disturbed” and in “disbelief,” she said.
Another recent video shows Nutter Butter cookies dancing as images of cats flood the screen and a distorted voice chants about the cookie. Another, simply a shrimp being placed on top of a peanut-butter cookie to an applause soundtrack.
In what feels like a cross between a Van Gogh painting, a ’90s MTV commercial and a rendition of a psychedelic trip, the sandwich-cookie company’s social media pages have caused a stir in recent months. Are they funny, disturbing, or cutting edge? Yes.
After watching the crime-scene cookie video, Ms. Fitzwater posted a video asking what many TikTok users have wondered: “Nutter Butter, you good??” The corporation responded with a clip of Nutter Butters with creepy human smiles. “Are we OK? Depend. YES YES YES” flashed across the screen while the cookies danced over flames and a collage of backgrounds.
@officialnutterbutter 10 21 24 @Cassie Fitzwater ♬ original sound – nutter butter
