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The J.M. Smucker Co. will likely increase ad spending on its newly purchased Jif and Crisco brands as it looks for cross-promotional opportunities with its core jam products.
Chris Resweber, director of marketing services at Orrville, Ohio-based Smucker, said the company had no immediate plans to consolidate the brands at its shop, Chicago Creative Partnership. CCP has handled Smucker’s $10 million account since January 2000. Grey Worldwide in New York handles both Jif and Crisco, which were previously owned by Procter & Gamble.
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