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Dec 13, 2011 02:00 PM

Explain "With a name like Smuckers, it has to be good"

This has irked me for years. What is this slogan saying? Is it that with a dopey name like Smuckers it has to be at least good tasting? Is there some other interpretation? I know in the grand scheme of the world this is trivial, but they keep running that ad with the kids delivering jam (and they missed my house again) and I started wondering. Help me get it......

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  1. They are playing up their company's history. Real people, a real family, the Smuckers, who cared about their product. It's not a made-up, folksy-sounding trademark, like Bartles & James. I have always liked these commercials a lot. The jams are OK.

    1. It's not a particularly attractive name, so it must be the product which is so good for it to be successful all these years.

      For example, 'Grandma's Homemade Jam' might sell to folks even though it tastes like artificial sweetener and melted gummi bears.

      6 Replies
      1. re: Steve

        By george this man has got it. It's an ugly name that sounds like it might be a secret obscenity.

        I had an aunt and uncle (since passed) who grew blackcap raspberries. They were only able to sell the better crops to Smucker's (who paid higher prices). During the not-so-hot years they had to sell to Smart and Final Iris.

        1. re: ratgirlagogo

          wow, good to know.

          one of the few things my two grandmother's agreed on was smuckers. of course one liked it with skippy and the other with jif, but they agreed on the smackers.

            1. re: John E.

              Skippy, Smuckers and Jif all sound like the names of childhood pets/dogs.

              1. re: silence9

                When I hear the name Smuckers I think of the Golden Retriever from the Seinfeld episode where the dog had the same cough as Kramer.

                1. re: silence9

                  The first dog I ever met, as a baby, was the neighbor's mutt, Skippy.

        2. I've also wondered that and why they sponsor the segment on the Today show featuring people over 100 years old. What does jam have to do with longevity?

          3 Replies
          1. re: hungryann

            it's not Smucker's per se -- the 100-year birthdays were first started by weatherman Willard Scott back in the day. The segment proved enormously popular, so Smucker's lined up to sponsor it...and it's apparently been good for NBC and Smucker's ever since, if they're still doing it every morning.

            1. re: hungryann

              Everyone knows old people LOVE jam. ;o)

              1. re: hungryann

                It's a perfect match. The product has been around as long as the the celebrating centenarians.

              2. I can't hear the Smuckers slogan without thinking of the SNL skit: "Mangled Baby Ducks! That's right, Mangled Baby Ducks! Picture a jam so good that you’d dare to call it Mangled Baby Ducks! Great Jam! It’s beautiful jam!"

                3 Replies
                    1. re: ricepad

                      I'm with you ricepad. That was the first thing i thought of.
                      To further expand on this. I can't post it here because the mods will take it off. They probably will anyway, but look under Jams in this wiki entry:

                    2. My take on this is that :Smuckers," is not a common name, so if they are sticking with it, and using it on the jar, they are confident that the contents are great.

                      Maybe I am missing something.