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Brand Joins Jif, Crisco in Consolidation

By Published on .

NEW YORK (AdAge.com) -- The J.M. Smucker Co., Orrville, Ohio, awarded its $10 million Smucker's account to Grey Worldwide, New York, as the marketer gets ready to close on its deal to acquire Jif and Crisco from Procter & Gamble Co.

Jif and Crisco are already housed at the Grey Global Group agency.

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Smucker's was handled by Chicago Creative Partnership.

The acquisition is expected to be finalized sometime in late April or early May. The company hopes having all its brands at one shop will make managing them easier, said Chris Resweber, director of marketing services for Smucker's.

The company hopes to increase its ad spending on the Smucker's brand to roughly $15 million, and expects to spend more than the combined $15 million P&G put against Jif and Crisco last year, though how much has not yet been determined, Mr. Resweber said.

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