So we all know the J.M. Smucker Co. If you were a child in America between 1980-2000 and your parents didn’t feed you fois gras with beluga whale caviar* you most likely experienced the American institution that is the peanut butter and jelly sandwich, and the jelly on that sandwich most likely at some point was Smuckers.
Now through the wonders of Wikipedia I managed to stumble across the J.M. Smucker Co. page (Willard Scott -> McDonalds -> Ronald McDonald -> Willard Scott -> Smucker’s) and was struck by a list of slogans on the page. Apparently Smucker’s hires most of it’s marketing people from it’s target demographic, as some of the slogans sound like they’ve come from the mouth of a two year old.

Diana Fuller, head of advertising.
Here are some gems:
“With a name like Smucker’s, it has to be good!”
Okay Smucker’s, I grew up on this one. I don’t know why the Smucker’s name has to be good but perhaps there’s something I’m missing. Maybe “smuck” is the Igbo word for excellence. Maybe it’s all just lies.
“Smucker will make you pucker!”
A rhyme scheme! Good job. I have certainly puckered after jamming two spoonfuls of delicious raspberry jam in my mouth.
“Smucker Company, the brand you can trust”
You know when you were a kid and you tied your brother to a rock and left him in the woods overnight? And when your Mom called you in for dinner you blurted out “I DIDN’T TIE KEVIN TO A ROCK!” just to make sure your innocence in the matter was clear? Yeah. I kind of feel like this is something along these lines. Should I not trust other jams? Is Welch’s planning some sinister coup? Are they communists? IS THAT WHY ALL THEIR JAMS ARE RED?!?!
Trust no one but Smucker’s.
“There ain’t no place like Smucker’s!”
How does this sell jelly? This makes me want to travel. Is Smucker’s offering an extra three nights stay if I book a four day vacation?
“The only brand of jams that can make a piece of bread lively!”
I once left a slice of toast with jam on it out on the counter and then went on vacation for three weeks. When I got back I was confronted by the most lively piece of bread I have ever seen.
“Smucker’s may be yummy, your tummy may be too, but your grocer’s freezer, is not far from you!“
How can my tummy be yummy? Unless… wait… Smucker’s may be yummy, yes. My stomach, steeped as it is in high fructose corn syrup and strawberry chunks may be yummy as well, but only to cannibals… And what was that about a freezer? Not to far from me? As in not to far ahead in my future? Wait a second, jams don’t need to be frozen… The only thing that needs to be frozen are peas, corn, ice cream and… and…
And flesh…
Oh my God…
“Bread, jam and jelly, in your belly, lick your spoon and cut your bread, then you will be Smucker’s well fed”
Yes. Yes. I get it now… You think you’re clever, Smucker’s. You think you can hide in plain sight, flaunting it to everyone through your seemingly “innocent” ads but you’re fattening us. You’re fattening us on sweets. Fattening us until the time is right. When we’re to bloated with corn-syrup to move. Then you’ll strike. The pendulum will swing back and you’ll take each pound you’ve put into us with your precious jellies. But not me. I know the truth. I know that each one of you, down to the last canner on the last production line, each one of you are bloody cannibals… Cannibals that won’t stop until you’ve eaten us all…

There is no hope.
- Stay tuned for next month’s installment where I investigate the secret history of the Spirograph!
*Only really rich people know that Beluga whales have caviar. The idea that they are mammals and therefore don’t produce roe is a lie to keep the lower classes from rising up.