Nutter Butter, are you OK?

For the past month TikTok users have been commenting on Nutter Butter’s account. “You good?” asked one. “Nutter Butter are you paying for my therapy or?” asked another.

For the past month TikTok users have been commenting on Nutter Butter’s account. “You good?” asked one. “Nutter Butter are you paying for my therapy or?” asked another. Some users have posted complete video responses trying to understand what was going on, tagging their posts “#weird.” The posts from the 55-year-old cookie company are part of a social media strategy that’s been anything but cookie cutter. Instead, the brand has sought to stand out in a crowded market with the kinds of head-scratching posts many of its competitors would find anathema. Weird, in other words – and it’s gone viral. For example, one post shows grainy photographs of Nutter Butter cookies in a dollhouse with peanut butter smeared everywhere, set to a spooky soundtrack. It looks like a peanut butter crime scene. But 7.6 million people have viewed the post. Another video shows a psychedelic style Mr. Nutter Butter in technicolor with a Nutter Butter cookie being shoved into a baby croc sandal in the background; that got 1.1 million views. Nutter Butter’s TikTok following has more than doubled since September 11, when one of their hard-to-explain videos went viral. In it, Mr. Nutter Butter chases a character named Aiden (a real fan who has commented on every post) who is in turn chasing a Nutter Butter cookie. The video now has 12.5 million views.