Grade B15 sourcesHIS-00464
Nutter Butter, You Good?
Campaign · 2023 · Niche
Nutter Butter's surreal posts drew a reported 26.3 million earned views in three days.
Spread Score
How it worksNumbers
- Seed to peak
- 20 months
- Jan 23 ’23 to Sep 17 ’24
- Platforms
- 3
- Started on Instagram
- Origin
- Seeded
- Food & beverage
How it spread
Trace the originRepeated name-only comments made Aidan Maloney part of Nutter Butter’s fiction. Former manager Ryan Benson described hiding his name in ciphers, binary and Morse code. Maloney later joined the team; reaction videos carried the established world to new audiences.
12 more events on this chart
Join free to see themTimeline (15)
January 2023
March 2023
Adweek press · Mar 23 ’23
Adweek covered the brand's absurdist Instagram; some followers thought it was a parody account.[12]
April 2023
Nutter Butter (@nutterbutter) owner response · Apr 2023
For April Fools 2023 the brand posted normal food photography, and followers objected.[3]
Changelogupdated Oct 16 ’26
- Added 2 events · Added 1 number
- Added: 13 events, 15 sources · Score 38
Spread the same way
New cases, every week
How the next thing spread, the week it does.