How Nutter Butter Won Over Gen Z With an Absurdist Instagram Strategy

The effort from Dentsu Creative doubled the brand’s followers on the platform

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As one of Mondelēz International’s smaller brands, Nutter Butter is given more freedom to experiment with its social media activity than its larger siblings like Oreo and Sour Patch Kids. That has allowed Dentsu Creative to craft an Instagram strategy for the brand so offbeat that some followers have expressed surprise that it isn’t a parody account.

On Jan. 31, the brand posted a picture of a family-size pack of the cookies with the word “family” overlaid with the name Aidan, and the comment: “Moving forward, I will only respond to you if your name is Aidan.”



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