Its family of brands includes Smucker's ®, Folgers ®, Dunkin' Donuts ®, Jif ®, Crisco ®, Pillsbury ®, Eagle Brand ®, R.W. Today, Smucker is a leading marketer and manufacturer of fruit spreads, retail packaged coffee, peanut butter, shortening and oils, ice cream toppings, sweetened condensed milk, and health and natural foods beverages in North America. Smucker Company has been committed to offering consumers quality products that bring families together to share memorable meals and moments. Remove cookies to cooling racks to cool completely.įor more twists on the classic peanut butter cookie and other recipes, visit and visit Jif on Facebook ( ), Twitter ( ) and Pinterest ( ).įor more than 115 years, The J.M. BAKE one baking sheet at a time for 7 to 8 minutes, or until cookies are set and just beginning to brown.Flatten slightly in a crisscross pattern with tines of fork. Drop by rounded tablespoonfuls two inches apart onto greased baking sheet. Beat at medium speed of electric mixer until well blended. Combine peanut butter, shortening, brown sugar, milk and vanilla in large bowl. On this National Peanut Butter Cookie Day, to celebrate with your family, choose Jif Creamy Peanut Butter and the classic Jif Irresistible Peanut Butter Cookie recipe:ġ/2 stick Crisco® Baking Sticks All-Vegetable Shortening or ½ cup Crisco All-Vegetable Shorteningġ 3/4 cups Pillsbury BEST® All Purpose Flour While these marks are decorative – and fun – they also flatten the cookies to help ensure an even bake. Perhaps no other treat is as recognized for its appearance as the peanut butter cookie, thanks to the quintessential crisscross fork marks. "We think any day is a good day to make and share a Jif peanut butter cookie with family and friends, but National Peanut Butter Cookie Day gives us all a special reason to have some fun together in the kitchen." The Jif Irresistible Peanut Butter Cookie is a classic that choosy moms and dads have enjoyed with their families for generations," said Maribeth Burns, Vice President, Corporate Communications, The J.M. "The secret to a delicious peanut butter cookie starts with quality peanut butter. And the father actually puts the peanut butter on celery, which gives Jif a few extra points.ORRVILLE, Ohio, J/PRNewswire/ - The makers of Jif ® Peanut Butter are inviting fans and passionate cookie lovers everywhere to share their love for the classic peanut butter cookie by baking the most Irresistible Peanut Butter Cookie for National Peanut Butter Cookie Day on June 12 th. This ad might not be a gamechanger, but it's still progress. and dads" to appear on the Jif slogan, rather than just sounding like an afterthought, but hey. Sure, I'd love it if father-and-son bonded over something less stereotypical than video games or sports, and I'd love for the lines ".
CHOOSY MOMS AND DADS CHOOSE JIF FULL
Not even a "We value your opinion" tweet.īut recently I saw Jif's new ad, and now I'm going to go ahead and take full credit for Jif acknowledging fatherhood. So I wrote that post in December and got no reaction from Jif.
And the Jif slogan that appears in the ad (as well as everywhere else on Jif website), "Choosy Moms Choose Jif," represents what I think is a misguided thought in advertising: that in order to appeal to a certain group of costumers, you must exclude other potential costumers. It bothered me on the dads-being-ignored level, and it bothered me on traditional-gender-roles level. And when he's done, a female is ready to feed him. While Mom's role in the family is to feed her kids, Dad is there for projects. Dad, appearing on a single video, is being fed by his daughter. There are about 20 videos on the Jif Facebook page, all showing mothers in various stages of sandwich preparations and consumption: moms bond with their kids while making sandwiches, they chat about nutritional values, they have me-time with their peanut butters, and they feed their families. Which is very cute until you consider a few things: She runs off to the kitchen to make him a peanut butter sandwich, and they eat together inside the new tree house. In that ad, a guy is building a tree house for his daughter. A few months ago I wrote a post about Jif, the peanut butter company, and specifically about one of their ads, that is supposedly meant to celebrate dads.
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