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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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“Choosy Mothers Choose …”

“Choosy Mothers Choose …”

(p.112) Nine “Choosy Mothers Choose …”
Creamy and Crunchy

Jon Krampner

Columbia University Press

This chapter focuses on the marketing of the Jif brand of peanut butter under Procter & Gamble, highlighted by the “Choosy Mothers Choose Jif” campaign. When Jif hit the market in 1958, it lagged far behind Skippy and Peter Pan. By the mid-1960s, it was still a distant third, and Procter & Gamble decided to change its advertising strategy by linking up with Grey Advertising. It was Grey which came up with the slogan “Choosy Mothers Choose Jif,” which catapulted Jif past Skippy to market leadership around the time of the peanut butter crisis of 1980. Around 1985 or 1986, Jif dispensed with “Choosy Mothers” and switched to “Taste the Jifference.” Despite Jif's market dominance in the United States, Procter & Gamble sought to give Jif global recognition by introducing the Smooth Sensations flavor in 1999. In 2001, Procter & Gamble sold Jif and Crisco to the J. M. Smucker Company.

Keywords:   marketing, Jif, peanut butter, Procter & Gamble, advertising, Grey Advertising, J. M. Smucker Company

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