Nutter Butter is celebrating its 50th anniversary with limited-edition packaging designs, custom digital content, consumer sweepstakes, sampling events and a quirky brand collaboration.
The creative, developed with agency Momentum, shows the peanut-shaped cookie as a character who travels back in time through the decades, acknowledging notable moments, memorable catch-phrases, and iconic hair styles.
This content is supported with limited-edition packaging connecting the milestone anniversary with designs ranging from 60s tie-dye to today’s emojis. These limited-edition packs will be available nationwide.
The Mondelez-owned brand is collaborating with the clothing brand Johnny Cupcakes to introduce a line of "nutty" inspired limited-edition anniversary t-shirts, inspired by fads throughout the decades that the brand has been around.
A shirt representing the 1980s, for instance, features an arcade machine and mullet-haired cookie, while the 90s shows a fanny-pack wearing Nutter Butter character holding a brick-sized cellphone.
T-shirts will be distributed at two upcoming consumer sampling events, the first on National Peanut Butter Cookie Day today (June 12) in New York City. The second will take place at the Johnny Cupcakes store in Boston on July 13. Johnny Cupcakes himself will make appearances at both events to interact with fans and hand out free merchandise.
”Collaborating and adding our signature quirky vision with a special brand from my childhood has been a blast!” says Johnny Earle aka Johnny Cupcakes. “I’m excited to sandwich our worlds together by creating a fun experience for both of our customers.”
Lastly, an online sweepstakes invites people to upload a "nutty photo" with Nutter Butter cookies to nutterbutter.com for a chance to win a trip to places like New York City or California. The contest runs through August 31.