“Choosy Moms Choose Jif” has been around for for nearly four decades. Did you ever think a dad would be called “Choosy”?
In 2012 Jif Peanut Butter started incorporating “Choosy Moms and Dads Choose Jif” in their advertising campaigns. I have been a stay-at-home dad for coming up on two years and this is the first time I have seen this and it reminds me why Pat and I started this site.
A place where Stay-at-Home dads, dads who kind of like their kids, parents, Pat, and myself could find information, encouragement and stupidity when we needed some.
Advertising says a great deal about the climate of society. What do people buy into? Growing up, I never would have ever considered witnessing (much less, caring about) peanut butter acknowledging me.
I am seeing the tide of fatherhood change and I am proud to be a father.