You’ve probably heard Jif’s clever and harmless tagline before: “Choosy moms choose Jif.” What you may not have heard is that this wasn’t just a bit of clever advertising.“No, it wasn’t just a couple of Don Drapers that came up with that one,” remarks Thomas Miller, chief legal counsel for the J.M. Smucker company. “Those choosy, overbearing hags made a deal with Jif, and Jif isn’t about to forget it. We’re gonna round up every one of these lying jerks and make them pay.”
Apparently the Choosy Moms of America, a consumer advocacy group active between 1975 and 1998, met with Jif at their invitation to offer ideas for improving their product. In turn, the choosy moms agreed to endorse and solely patronize the Jif brand.
Doris Goodland, the last official spokesperson for the CMA, isn’t so worried about the suit. “Maybe if they spent more time figuring out how to remove the 800% USRDA of saturated fat from their product instead of attacking a group of aging moms, they might have a chooseable product.
“I mean, come on. My son is 28 now. It’s not as if I’m still choosing the peanut butter for him.”
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