Social Listening of Nutter Butter

    One crazy company that is getting largely good reactions to their marketing approaches is the major cookie company, Nutter Butter. Younger audiences are praising Nutter Butter for their new creative approach to marketing by leaning into the meme culture, while leaving older audiences confused and sometimes weirded out. This product is interesting to me because it is a product I consume on a somewhat regular basis, and their social media is constantly showing up on my feed, but also always catching my attention.

    Nutter Butter's value proposition is all about offering a delicious snacking experience. They're known for their tasty peanut butter filling and peanut butter cracker, which lots of people love. Plus for older audiences, eating them might remind you of good times from when you were a kid. So, Nutter Butter cookies are a delicious treat that makes people happy!

3 Responses to Nutter Butters Latest Instagram Ad:

On other platforms like twitter, the same wild and unpredictable content is being released due to the similar age demographic. Nutter Butter clearly is trying to do something remarkable by making posts that appeal to gen Z, something that will make them remember. Due to the wild and untraditional style of post, it implants itself into memories, while making younger audiences laugh. As of recently the company has been struggling with appealing to younger audiences due to the falling out of the company over the years. By essentially making memes, they are appealing to younger audiences, and this is decently succeeding. Due to this new marketing strategy focusing on gen Z, it has increased sales by 12% this last year. According to ypulse.com, this new ad campaign has made a push for companies to adopt an ad style like this by 72% of people in gen Z. 

In the Nutter Butters Instagram feeds, they get lots of comments, but never seem to address them, which is one major opportunity they are missing out on. This is a bad decision because they are missing out on tons of interactions that could have let to conversations with people who have not seen the ad, instead of just ignoring the post and continuing to scroll. However what they lack in participation in the comment section, is what they make up for in keeping up with trends and keeping their posts fresh and funny. This is very good, because with meme culture, trends move insanely fast and its hard to keep up with them, but if you can, it will be super helpful with social media presence and staying on top.

Overall I learned how important it is to take swings in marketing approaches and try new bizarre things. I learned that all companies need it to take a step in the complete opposite direction to reach their goal.