For the past month TikTok users have been commenting on Nutter Butter’s account. “You good?” asked one. “Nutter Butter are you paying for my therapy or?” asked another.
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.
Robert Crane, who oversees sales, said the Uncrustables maker is collaborating more with stores following COVID-19, supply disruptions and inflation to make sure their strategies are aligned.