This year marks the 50th anniversary of the release of the Nutter Butter cookie, introduced in 1969 by Nabisco. Convenience store retailer 7-Eleven is recognizing this anniversary with its Go Nuts! campaign. It will offer a Nutter Butter cookie-flavored latte (which contains real cookie crumbles) and free cookies on National Peanut Butter Cookie Day, which is Wednesday, June 12. This campaign highlights 7-Eleven’s commitment to bringing customers the kinds of experiences they want.
 
7-Eleven worked with Mondelēz International to develop a special fresh bakery item for the 50th anniversary celebration. The result is a long john donut with peanut butter filling and chocolate icing, topped with a full-size Nutter Butter cookie.
 
“Some of our most popular hot beverages are ones that incorporate an established and much-loved cookie or candy flavor,” says Michelle Cram, 7-Eleven Senior Category Manager for Hot Beverages. “Nutter Butter is the peanut butter cookie brand in the US and the only one we considered when we created our first peanut butter cookie latte.”
 
Free Nutter Butter sandwich cookies will also be available on National Peanut Butter Cookie Day. The single-serving packages will be given out at participating stores while supplies last. A round, fudge-covered version was also created as part of the Go Nuts! campaign. The special offer is only available to registered members of 7-Eleven’s 7Rewards loyalty program. Customers can scan their 7‑Eleven app or member card or enter their linked phone number at time of purchase.
 
“Peanut butter-lovers can celebrate Nutter Butter Cookie’s 50th birthday all day long at 7-Eleven with a latte and donut in the morning, and cookies in the afternoon,” says Cram. “It’s a delicious way to go nuts!”
 
At Loyalty360, we’ve seen 7-Eleven come up with some unique experiences for customers. The retailer gamified the release of the recent Detective Pikachu movie, created a new health-conscious Slurpee drink, and even introduced a new store concept. Brands looking to innovative should pay attention to what 7-Eleven is doing.
 

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