Nutter Butter TikTok

Submission 2,309

About

Nutter Butter TikTok refers to the official TikTok account for the Nabisco cookie brand Nutter Butter, handle @officialnutterbutter, which took a notably surreal and dark turn in the mid-2020s, creating bizarre memes starring the cookie and a character called the "Nutter Butter Man." The videos drew internet attention, particularly in late 2024, with some speculating that the brand was running an ARG. Some of these posts also notably appear on the brand's Instagram account.

History

Until roughly mid-2023, the Nutter Butter TikTok account was a meme-literate and brand-safe account, posting humorous, family-friendly videos starring the cookie (example video from 2021 shown below).

The first instance of the account going in a dark and surreal direction was posted on June 9th, 2023,^[1] when the account posted a slideshow of surreal memes related to Nutter Butter, gaining over 300 likes in one year (screenshot shown below).

Over the following year, the channel began posting a bizarre array of content vaguely related to Nutter Butter, including surreal memes and videos seemingly inspired by analog horror. On December 5th, 2023,^[2] the account posted an analog horror-like video that gained over 32,000 likes in nine months.

Beginning in the summer of 2024, TikToks from the Nutter Butter account appeared to form an ARG-like story with recurring characters, including a nefarious villain known as The Nutter Butter Man, a boy named Aidan who appears to have been turned into a Nutter Butter, and "Nadia."

On September 12th, 2024, the account posted a video with the characters,^[3] gaining over 1.6 million views in five days.

Online Presence

The increasingly bizarre TikToks on the official Nutter Butter account, many of which have garnered hundreds of thousands of views and several more over one million as of mid-September 2024, attracted the attention of media outlets and social media users.

For example in early 2024, several Redditors in the subreddits /r/analoghorror^[5] and /r/ARG^[6] have started threads on multiple posts from the account attempting to discern them, with many users on the site expressing confusion toward the account and its content.

Numerous posts on X / Twitter regarding the strange content the Nutter Butter account shared began to appear in mid-September 2024, though most did not have notable engagement. For example, Twitter user @ghoshal^[7] tweeted that "nutter butter got 500k follows in one week" on September 17th in a post praising the account's content.

On September 15th, Twitter user @AJ_F612^[8] posted a series of videos from the Nutter Butter TikTok account, receiving over 1,100 views and 10 likes in two days.

On September 16th, 2024, BroBible^[4] covered the increasingly bizarre channel in an article on its site.