Celebrating Nutter Butter’s 50th Birthday

LIMITED EDITION PACKAGING • EVENT ACTIVATION • SOCIAL

1969 saw the birth of Nutter Butter cookies––a nutty year, indeed! So how could we celebrate the 50th birthday of America’s “nuttiest” brand and relaunch the brand in a big way? We took America on a “trip” back in time with limited-edition packaging designs, nutty social content, and a birthday party hosted by the world’s first t-shirt baker––Johnny Cupcakes!

To get the party started, we kicked things off with Johnny Cupcakes on June 12th, National Peanut Butter Cookie Day, during a one day only pop-up event at a 7-Eleven in the heart of New York City! In addition to giving away thousands of Nutter Butter cookies and limited-edition Johnny Cupcakes T-Shirts (inspired by our nutty new packaging and throwback portraits) we turned the traditional coffee-and-donuts run on its head with a nutty twist, launching Nutter Butter Long John donuts and a Nutty Cappuccino, exclusively at 7-Eleven! In July, we followed the NYC festivities up with an encore event at Johnny’s headquarters in Boston with a whole new set of collectible Nutter Butter shirt designs.

SURPRISE & DELIGHT

We slid into the DMs of 115 of our most engaged, die-hard fans with a special treat to thank them for their support leading to a 16% increase in followers and 47% increase of positive brand sentiment on Instagram (compared to 9% and 34% respectively during a similar period of time). We saw similar results on Twitter.

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SOCIAL

Leading up to the launch of our limited-edition packaging and Johnny Cupcakes pop-ups, we rebuilt Nutter Butter’s social presence from the ground up, bringing the cookie to life through the last five decades on Instagram, Twitter, and Facebook while uncovering and growing a cult following of Millennial and Gen Z fans, in addition to the O.G. nutty cookie lovers.

FACEBOOK, INSTAGRAM, AND TWITTER :15 IN-FEED VIDEOS

PINTEREST

Our Pinterest campaign featuring the videos above and the still images below garnered ~29M impressions with 1.4M engagements, performing well over benchmarks for the platform with Pinners saving Nutter Butter pins across a variety of boards with a few central themes—desserts, nostalgia, and humor, revealing Pinners find the brand playful and funny!

RESULTS

Our campaign resulted in an 8% sales lift YoY, +112MM awareness (+100% YoY), and 100% positive brand sentiment.

As our celebration came to an end, we continued to perfect the brand’s quirky and humorous tone of voice, one our Gen Z male target, could count on to always make them laugh through our POV on trends and cultural moments they were already engaged in. Check out where we took the brand next!

ACD/Copy: Amy Creyer
Sr. Art Director: Jessica Wuller