JIF

Advertising poster for Procter & Gamble's Jif peanut butter featuring a jar of Jif peanut butter with a cartoon character. The poster highlights its smooth, creamy texture and fresh roasted peanut flavor, emphasizing that it tastes like fresh peanuts and is easy to spread. It also mentions a new design for the peanut butter jar and encourages customers to try Jif.
Advertising poster for Procter & Gamble's Jif peanut butter featuring a jar of Jif peanut butter with a cartoon character. The poster highlights its smooth, creamy texture and fresh roasted peanut flavor, emphasizing that it tastes like fresh peanuts and is easy to spread. It also mentions a new design for the peanut butter jar and encourages customers to try Jif.

HOW JIF BECAME
A HOUSEHOLD NAME

Jif Peanut Butter was created in 1946 by William T. Young in Lexington, Kentucky. The product was originally known as Big Top Peanut Butter and was sold in small glass jars with colorful circus animals on the label. In 1955, Procter & Gamble purchased the Big Top peanut butter brand and its manufacturing facility to compete with leading peanut butter brands Skippy and Peter Pan. Procter and Gamble immediately began improving the Big Top recipe to include hydrogenated vegetable oils, sugar, and molasses, making the product smoother in texture and sweeter in flavor.


Vintage cartoon-style illustration of a blue cartoon dog character sitting on a skateboard, with the word 'Jif' in large, colorful letters and text describing peanut butter as creamy and smooth on a yellow background.


 P&G’s Jif advertisements mainly featured their new blue kangaroo named Jiffaroo. Jiffaroo could be seen on the new packaging, store displays, and on the Jif delivery trucks that regularly distributed samples. Later in 1966, Jif debuted its “Choosy Mothers Choose Jif” campaign, which helped Jif become the leading peanut butter brand, which it still is today. In 1986, Jif switched its glass jar packaging to plastic jars and eventually released the single-use Jif To-Go. They also released extra crunchy peanut butter that quickly surpassed the original crunchy, reduced fat Jif, and simply Jif. Jif was acquired by J.M. Smucker Company in 2001 for $810 million. Jif is still owned and produced by the J.M. Smucker Company and remains the world's best-selling peanut butter brand.


Colorful cut-out letters spelling 'J', 'I', and 'F' with each letter on a differently colored background.

CHOOSY MOM’S CHOOSE JIF

A clear plastic jar of peanut butter with a label that says 'Peanut Butter' and 'creamy.' The label features the Facebook logo, the word 'CREAMY' at the top, and an illustration of a peanut character.
A vintage advertisement for Jif peanut butter showing three jars of peanut butter labeled 'Leading Brand B' and 'Leading Brand C,' with a spoonful of peanuts above the jars, and a smiling boy holding a sandwich with peanut butter. The text reads 'Jif has the scoop on fresh peanut taste. And with Jif® Extra Crunchy you get 30% more big peanut chunks by weight than any leading brand. Chosy mothers choose Jif.'