The phrase comes from German streamer Trymacs, one of the biggest Twitch and YouTube creators in the German speaking scene. Brotaufstrich simply means bread spread, which is why German audiences immediately understood the joke while international viewers picked it up purely from the tone. Short reaction clips from his streams are frequently reposted as sounds on TikTok and in meme edits, and this one stuck because the drawn out neee works as a universal no. It is now used far beyond the original food context.