Nutter Butter - bad design
Nutter Butter’s "bad design" campaign embraces intentionally low-quality, meme-like images and deep-fried aesthetics to connect with younger, meme-savvy audiences. By mimicking grassroots, internet humor, the brand sheds its corporate image to become more relatable.
It cleverly subverts traditional design standards by making "bad" design cool, playful, and socially engaging.
Core Theme of the Campaign -
The deliberate use of blurry, low-res images and chaotic typography mimics internet meme culture, encouraging engagement from Gen Z.
Gen Z and young millennials who are accustomed to meme culture and internet humor.
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About the
Campaign -
Nutter Butter tapped into the "ugly" design trend on social media, using deep-fried aesthetics.
This strategy was a play on meme culture, where distorted images are relatable and humorous.
The campaign encouraged users to engage because it felt more organic and less corporate.
It allowed the brand to connect on a deeper level with younger, digitally-native audiences.
Rather than polished ads, the campaign’s chaotic visuals made the content feel more authentic.
This approach is about "blending in" with the type of content the audience naturally shares.
It reflects a shift where brands no longer strive for perfection but instead prioritize relatability.
The "bad" design ultimately became a viral success and generated significant engagement.
