The beloved cookie brand Nutter Butter has gone viral for its strange promotional posts that have left fans puzzled.
Over the past month, users have grown worried about the famous cookie brand that has been posting eerie TikTok videos to their account.
Many have asked: ‘You good?’ to the 55-year-old company that has seemed to take on a new and unique social media strategy to promote the peanut butter treats.
Though the company has been posting odd clips like this since the beginning of the year, people and even other brands have started questioning the bizarre s.
In a post from Friday, a clip of a giant Nutter Butter cookie filled the center of the screen while a colorful background surrounded it.
The cookie was no ordinary Nutter Butter though, as it had shrimp as feet, lips on its head, a shrimp mustache, and snippets of a cat and mask, all while a strange noise played on repeat.
After the video was uploaded to the company’s account, Nutter Butter commented ‘the dreams,’ while others were left confused.
‘Chat is this real,’ Subway commented, while Hot Pockets said: ‘Heard.’
Users also responded to the peculiar video, as one said: ‘I am NOT eating nutter butter again.’
‘UHM NUTTER BUTTER I’M HERE IF YOU WANT TO TALK BUDDY,’ another added.
Someone else said: ‘Blink twice if u need help.’
In another video, posted in September, the company showed what appeared to be an interview-like setting as a voice recording said: ‘As of recently we’ve been made aware of the Nutter Butter social media accounts, and we just wanted to take the time to apologize -,’ the voice said before the video was interrupted.
Suddenly, a clown appeared on the screen before it turned into one of the cookies and started to dance around.
‘I’m shook,’ a person wrote.
In another clip, which is pinned to the company’s page, two regular-sized Nutter Butter cookies and a baby one are seen entering a peanut butter smeared haunted house as ghostly music plays in the background.
As users scroll through the video, cookies were seen around the peanut butter smeared home, appearing to mimic a blood splattered crime scene.
Swedish Fish commented on the video: ‘Love what you’ve done with the place,’ while Wheat Thins disagreed and said: ‘I’m logging off.’
Cookie fans were nearly left speechless and afraid as one wrote: ‘Nutter butter are you paying for my therapy or?’
‘This crosses a boundary I didn’t know I had,’ another admitted.
‘This is nuts,’ someone else joked.
While some people found the videos strange, others were into the clips.
‘I have never wanted a nutter butter cookie more then I do right now,’ someone said.
‘I bought some today so it’s working,’ wrote another.
Since sharing its bizarre videos, the Nutter Butter TikTok account has gone from 400,000 followers to 1.1million.
In a lot of the clips, the cookie company introduces viewers to a character named Aidan – an actual fan- who is being followed by Mr. Nutter Butter.
The cookie company’s social media team told CNN exactly why they have gone in this direction to advertise the iconic brand.
Zach Poczekaj, a senior social media manager at Dentsu Creative, a media agency working with the company, told the outlet that they are making content like this purposely ‘because our followers ask for it.’
‘That’s what they find entertaining.
‘Yeah, we want to leave room for interpretation because that’s what causes people to ask questions and come up with theories. And then we pull from those theories, and we say that could be a part of this whole storyline that we’re going after,’ he added.
Caitlin Bolmarcich, the brand manager for Nutter Butter, said that they track the comments as they come in every time they post.
‘It’s a very live situation. It’s kind of happening as we speak, so it’s hard to measure the exact impact at this point.
‘We’re obviously monitoring it very closely and expect that to continue. But what I will say is all the comments that we’re seeing are like, “I bought Nutter Butter today. I haven’t bought one in 30 years”,’ she said.
Kelly Amatangelo, the digital and social lead for Mondelez, which owns the cookie company, said that the trend is reaching all generations.
‘It’s really spreading across a lot of generations from Gen Z to Millennial and Gen X, which we love to see as a brand on organic social,’ Amatangelo revealed.
‘I think with this content strategy right here, and really using humor to kind of drive engagement, it helps drive being top of mind,’
As for what’s to come, Poczekaj told the outlet ‘we’re always trying to evolve with our audience.’
‘While it does kind of seem like a moment right now, we’re just going to keep rolling with the punches and see what it is that they [followers] want, because we want them to be entertained at the end of the day and think of the cookie. Of course.’