Next-level nutty with FaZe Clan

YEAR TWO

In 2021, we built on the momentum of our groundbreaking Twitch debut by going bigger, bolder, and even nuttier. The return of Get Your Nutty Game On delivered authentic, interactive experiences to the Gen Z gaming community—this time with a powerhouse partnership in FaZe Clan and a campaign that celebrated fans’ nuttiest selves. From record-breaking livestreams to collectible packaging and high-profile influencer collabs, we kept Nutter Butter top of mind and in the hands of gamers everywhere.

My role

As Senior Art Director, I once again partnered with the Associate Creative Director (Copy) to shape the look, feel, and execution of the Year 2 campaign. I led the creative team through the development of custom livestream overlays, animated assets, influencer toolkits, limited-edition packaging, and a promotional microsite experience. My work ensured continuity with Year 1 while evolving the visual system to align with an even more ambitious strategy, deeper influencer partnerships, and a stronger retail tie-in.

Strategy

While Year 1 focused on introducing Nutter Butter to Gen Z gamers, Year 2 aimed to deepen that connection by embedding the brand further into gaming culture. We amplified the campaign with a partnership with FaZe Clan—one of the most influential esports teams in the world—and used National Peanut Butter Cookie Day as a launchpad to maximize awareness. By selecting gaming talent with highly Gen Z-skewed audiences and layering in a sweepstakes, microsite, and limited-edition packaging, we created a 360-degree experience that celebrated fans’ inner nuttiness and drove meaningful engagement.

Creative Development

Our campaign came to life through an 8-hour Twitch livestream filled with nutty record-breaking challenges, the return of the beloved !Nuttersplosion chat command, and fully branded on-screen moments. FaZe Clan and 10 additional influencers competed in live-streamed stunts while fans followed along in branded tees, personality quizzes, and interactive chat prompts. Custom influencer kits generated buzz across social, while four collectible Family Size packages featured CTAs that drove to the sweepstakes microsite—boosting both digital engagement and in-store conversion.

Results

198M Total Impressions across Twitch, social media, and sweepstakes promotions; 606K Views on Twitch livestreams
1.8M Engagements across Twitch, social, and the microsite
14K Social Mentions (+5200% spike), fueled by influencer activity and personality quiz shares
20K+ Chat Interactions and 5K viewer inputs during livestream
478K Microsite Visits with 29K registrations and a 17% conversion rate
Unique PR Exposure: 1 feature story + 4.4M in earned reach via mailer unboxings and influencer shares
+131% Follower Growth and +158% profile visits on owned channels

Campaign results

172M

impressions and 606K views during the 8-hour livestream hosted on Twitch

198M

impressions reached our
target audience across
multiple digital and social touch points

14K

social mentions (5200% spike) with fans commenting, entering the sweepstakes, and sharing their love for the brand

20K

engagements and 5K chat inputs (+23% YOY)

+5200%

Positive conversation on social jumps by +5200% on May 7th after the first "Always on Gaming" post went live.

By deepening our relationship with Gen Z gamers and turning National Peanut Butter Cookie Day into a digital event, Nutter Butter secured its place in gaming culture—not just as a snack, but as a full-on experience.

Get your nutty
game on.

YEAR ONE

In 2020 we leveled-up to speak to the Nutter Butter Get-Z target on Twitch. Fans and gaming legends came together for a 12-hour interactive live-stream celebration of nuttiness. Nutty avatars and the chance to win the ultimate game room makeover drove epic engagement. We made millions of impressions with 100% positive sentiment.

My role

As Senior Art Director, I partnered with the Associate Creative Director (Copy) to lead the visual direction and execution of this first-of-its-kind branded Twitch campaign for Nutter Butter. I guided a team of designers to develop a suite of engaging, gamified assets—animated overlays, live voting mechanics, branded explosions, subscription takeovers, and a “Nutty Meter”—as well as influencer toolkits, custom merch, and social content. From concept through execution, I helped shape an interactive, experiential campaign that met Gen Z where they are: in the game.

Strategy

To deepen Nutter Butter’s connection with Gen Z, we leaned into gaming culture in a bold, integrated way. Rather than opting for a standard influencer campaign, we created Get Your Nutty Game On—a fully immersive Twitch experience that blurred the line between entertainment and participation. The campaign activated across nine gaming influencers and culminated in a 12-hour livestream event, “The Day of Nuttiness,” designed to drive real-time fan engagement and elevate Nutter Butter as a playful brand with cultural currency.

Creative Development

We equipped each influencer with a custom Nutter Butter avatar, branded overlays, and branded t-shirts to wear on-stream. Throughout the week-long campaign, they created unique content, sampled cookies live, and engaged fans with Nutty Challenges and chat-based giveaways. Viewers could actively participate via Twitch chat, triggering animations and reacting to on-screen content in real time. By gamifying the campaign itself, we ensured that every touchpoint—from visuals to viewer interaction—reflected the nutty personality of the brand.

Results

412M Twitch stream impressions (+824% vs. industry benchmark)

1.8M Total Engagements across social, Twitch, and sweepstakes entries
495K Hours Watched on Twitch (+22% vs. benchmark)
100% Positive Sentiment, with fans praising the brand, entering sweepstakes, and using the #GoNutty hashtag
Sustained post-event buzz: influencers continued discussing the campaign weeks later, citing it as some of their most talked-about content

This wildly successful activation elevated Nutter Butter as a bold player in the gaming space, proving that branded content can be both immersive and irresistibly fun.