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In the early 2000s, Jif® changed up the tag line once more, opting for a more inclusive approach: “Choosy Moms And Dads Choose Jif ®.” Why? Because moms certainly aren’t the only people who buy groceries. Early on, the slogan was, “Choosy Mothers Choose Jif®,” and then it was updated to “Choosy Moms Choose Jif®” in the 1990s. Just about every American adult remembers the old slogan for Jif® peanut butter. As with nearly everything in business, there’s a balance to be struck. Just as overly broad marketing can be wasteful, marketing to too narrow an audience can cost you clients, sales, and money. However, it’s also easy to fall into the trap of thinking such highly targeted ad campaigns are sufficient unto themselves. This narrow marketing style is definitely useful for small businesses. After all, why would you pay to advertise to people who aren’t likely to become your clientele? Being able to direct ad impressions toward, for example, local women aged 24-36 who are married with children and have expressed an interest in high-end clothing, is extremely appealing to a boutique owner. Facebook and other highly adaptable pay-per-click/impression ad hosts are particularly attractive to brick-and-mortar businesses attempting to capture a local market share and increase foot traffic. When the Jif starts to melt out of the sides of the sandwich, you’re done.One of the biggest draws Facebook advertising holds for small business owners is the ability to target to an extremely narrow, customized demographic.Flip the untried side of the sandwich down into the sizzling butter.Throw some more butter in the pan and let it sizzle.Once the first piece of bread is browned, pick up the sandwich with your spatula.
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Therefore, as the lady in the commercial says, “Jif really does taste better!” (Fact: she only bought what was on sale). When they said “Choosy mothers choose Jif,” I imagined my mother loved me or didn’t based on whether she bought the good peanut butter. Maybe those ads during the after-school specials got to me. It’s the first brand I remember feeling choosy about. When I tried to think of five things I love, Jif was one of the first that came to mind.