Smucker Plans More Spending Behind Jif, Crisco

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.

“Our plan is to maintain those agencies for the time being,” Resweber said. While he declined to discuss the possibility of consolidating the accounts once the deal closes, he did say the company was looking at ways to “optimize having the brands working together.”

Smucker’s all-stock deal to buy Jif peanut butter and Crisco shortening from P&G, which is pending shareholder and regulatory approval, was valued at $1 billion. It is ex pected to close sometime next spring.

Anne Cox, partner at CCP, declined to speculate on the possibility that her shop will pick up the new business. A Grey representative said it was too early to say what would happen once the acquisition is completed.

Resweber did say that spending on the brands will probably be ratcheted up. Cross promotions be tween the company’s jams and Jif peanut butter would seem obvious.

“We think there’s an opportunity to reinvest in the business, particularly on the Crisco side,” he said.

P&G spent $10 million on advertising for the Jif line of peanut butters last year, according to CMR. Ad spending behind Cris co was only $300,000, per CMR.

CCP won Smucker’s $10 million account in January 2000 following a review. The shop’s most recent advertising featured a jingle set to the tune “Life Is Just a Bowl of Cherries” and the company’s longtime tagline, “With a name like Smucker’s, it has to be good.”