Nutter Butter won over Gen Z with an absurdist marketing strategy—and doubled their followers on social media. 

Nutter Butter won over Gen Z with an absurdist marketing strategy—and doubled their followers on social media. In a partnership with Dentsu Creative, the peanut butter cookie brand successfully captured Gen Z’s attention on Instagram through bizarre content featuring Nutter Butter cults and conspiracy theories, creating a sense of intrigue and chaotic humor—which we know Gen Z loves. The brand also collaborated with popular meme accounts to promote their content, which led to a major increase in engagement and followers on their official Instagram account. By embracing the absurdist, quirky humor of Gen Z, Nutter Butter’s strategy contributed to a 12% increase in sales. YPulse data shows 76% of young consumers say brands should make ads that fit in with what’s in their feed and memes in particular are the type of content Gen Z wants to see on Instagram the most. (Adweek)