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Creamy and CrunchyAn Informal History of Peanut Butter, the All-American Food$
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Jon Krampner

Print publication date: 2014

Print ISBN-13: 9780231162333

Published to Columbia Scholarship Online: November 2015

DOI: 10.7312/columbia/9780231162333.001.0001

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Skippy on Top

Skippy on Top

Chapter:
(p.84) Seven Skippy on Top
Source:
Creamy and Crunchy
Author(s):

Jon Krampner

Publisher:
Columbia University Press
DOI:10.7312/columbia/9780231162333.003.0007

This chapter focuses on how the Skippy brand of peanut butter became the market leaders in the peanut butter industry in the United States. After World War II, Skippy cemented its dominance in the peanut butter industry, registering $6 to $7.5 million in sales a year between 1947 and 1949. Its sales reputedly exceeded the total of the next three nationally advertised brands combined, which may have been Peter Pan, Heinz, and Beech-Nut. In the spring of 1963 Norman Rockwell, the most iconic of American artists, made four drawings for the Whispering Sweepstakes, a full-color Skippy advertising campaign that ran in the Saturday Evening Post, Ladies' Home Journal, and American Home. In 1955 the Rosefield Packing Company was purchased by Best Foods, ending forty years of ownership by the family of Joseph Rosefield, the man who created Skippy. Frank Delfino represented the third generation of leadership at the company.

Keywords:   peanut butter, peanut butter industry, United States, Skippy, Norman Rockwell, advertising, Rosefield Packing Company, Best Foods, Joseph Rosefield, Frank Delfino

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