Nutter Butter Brand Relaunch

Nutter Butter hadn't run a commercial since the 1970s and it was relegated to the most unreachable shelving at grocery stories. So we relaunched the brand as a treat for Gen Z teen boys, reinvigorated Boomers' love for the brand, and got retailers expand the brand's space on the shelf.

For the omni brand relaunch, we created a nutty personality for Nutter Butter inspired by crunchy over-edited memes. The expressionless "character" of Nutter Butter, which intentionally featured no face, arms or legs, is simply a nutty cookie doing nutty things.

The launch event was built around a post-ironic 50th birthday party that celebrated nutty throwback moments through the decades in-store, on social, and at pop-up events. The cookie was given a voice and personality as a meta memelord complete with romance storylines and rivalries.

Jelly, who?