SUNNY-JIM

A glass jar of Sunny Jim Krunchy Peanut Butter with a red screw-on lid and vintage label, showing a smiling boy's face and text indicating it's vacuum packed, 1.2 ounces weight, and U.S. grade A fancy quality.
A glass jar of Sunny Jim Krunchy Peanut Butter with a red screw-on lid and vintage label, showing a smiling boy's face and text indicating it's vacuum packed, 1.2 ounces weight, and U.S. grade A fancy quality.

Sunny Jim was founded in 1921 by Germanus Wilhelm Firnstahl in Seattle, Washington where he also established the Pacific Food Products company. The Iconic rosy-cheeked boy on the front of the packaging was molded after Firnstahl’s youngest son, Lowell, who tragically passed away in a football accident in 1933. Lowell’s joyful smile still remained as the brand’s mascot for decades after, serving as a tribute to him.

THE FACE OF THE COMPANY

A sign advertising Sunny Jim peanut butter, featuring a drawing of a peanut butter sandwich and a jar of Sunny Jim peanut butter. The text reads 'Sunny Jim Peanut Butter', 'The only peanut butter with the sweet nut flavor', and 'Smooth and creamy'.
A sign advertising Sunny Jim peanut butter, featuring a drawing of a peanut butter sandwich and a jar of Sunny Jim peanut butter. The text reads 'Sunny Jim Peanut Butter', 'The only peanut butter with the sweet nut flavor', and 'Smooth and creamy'.
A street scene with parked cars, street lamps, and a large vintage sign on a building that reads 'Sunny Jim' and features a cartoon character, with other buildings and trees in the background.
A street scene with parked cars, street lamps, and a large vintage sign on a building that reads 'Sunny Jim' and features a cartoon character, with other buildings and trees in the background.

SUNNY JIM THROUGH THE YEARS

During the 1950’s and 1960’s, Sunny Jim was ran predominantly but Firnstahl’s daughter, Celeste Rogge. New lines were introduced into the company beyond peanut butter such as jams, jellies, and soda pop. The company purchased a factory during the Great Depression and displayed a large cutout sign of the Sunny Jim logo on the roof. Despite the familiar landmark that had bent built, Sunny Jim couldn’t compete and keep up with marketing, eventually having to sell the company. Although the Sunny Jim production line is no longer, the legacy of the brand still lingers.

Vintage-style advertising for Sunny Jim Peanut Butter featuring a jar illustration and cheerful cartoon characters.
Vintage-style advertising for Sunny Jim Peanut Butter featuring a jar illustration and cheerful cartoon characters.