Nuttin’ But Butta
Nuts.com had yet to tap into the growing demand for nut butters, despite offering a wide variety of nuts and having the infrastructure to produce them. This presented a unique opportunity to expand their product line and meet consumer needs. We introduced four distinct nut butter flavors—Peanut Butter, Almond Butter, Cashew Butter, and Hazelnut Butter—capitalizing on both the brand’s expertise and the increasing popularity of nut-based spreads.
DESIGNER: Jemille Rancy & Topher McDonald
COPYWRITER: Stephanie Hart
PHOTOGRAPHER: Carol Zeitune
CREATIVE DIRECTOR: David Rosenberg
The Brief
In the growing nut butter market we were challenged to introduce Nuts.com’s premium nut butters to a wider audience, build awareness, and drive conversions.
Insights & Findings
The "Nuttin’ But Butta" campaign concept was centered around the high-quality nuts and minimal ingredients that define the product. After all “No one knows nuts better than nuts.” Working closely with my team, I designed the nut butter jar packaging, turning what could have been a missed opportunity into a bold and memorable brand moment.
Results
The launch of the four nut butter flavors—Peanut Butter, Almond Butter, Cashew Butter, and Hazelnut Butter—proved to be a significant success. The variety of flavors resonated with a broad demographic, particularly health-conscious consumers seeking natural, high-quality alternatives.
Our strategy included building excitement ahead of the product launch with targeted email campaigns to generate anticipation and buzz. After the launch, we continued the momentum with a dynamic social media campaign, highlighting each nut butter’s unique benefits and reinforcing the brand’s commitment to quality.
