Peanut butter ads had the best typography, seriously

On the LJ Vintage Ads group, the always-reliable Man Writing Slash has assembled a collection of some of the finest illustrated peanut butter ads this writer has had the pleasure of seeing. It's a slice of idealized simulacrum straight from the collective unconscious of the American appetite.

Peanut Butter, food of the gods


  1. Hard as it may be to believe, but I’ve probably averaged 4 PB&J sandwiches a week since I was in elementary school, with a timeout for college ’cause the dining hall bread sucked.  Still love the stuff!

  2. ‘And I like the reusable jars.’

    In our closet is a peanut butter jar from thirty years back, back when I bought peanut butter in larger quantities.  My husband cut a slit in the lid so we could drop spare change through; it’s acted as our piggy bank ever since.

    All our raw nuts, dried fruit, rice and legumes are stored in smaller peanut butter jars.  My husband keeps his odds and ends organized down in the basement shop in peanut butter jars.

    We buy our peanut butter bulk from Whole Foods now, but recently I was short a jar and went out to buy a jar of super chunky just to get the jar and the matching lid when my sweetie was done with it.

  3. “Retards oil separation.” I wish I had been an adult in that time so I could say stuff like that in public and get away with it.

  4. I love how in old advertising for food products “energy” is always code for “packed with sugar.”

        1. Jif Ingredients:

          1. There was some hoohah a few decades ago about peanut butter labeling because peanut spreads like Jif didn’t want PB made from just peanuts and salt to be labeled peanut butter.

  5. The typeset of the second testimonial paragraph bugs me. Drop “dis-” to the next line and let it reflow into seven roughly even lines with no unsightly hyphenation:
    If you want to see Beverly
    disappear like magic, watch
    my youngsters gobble it!
    I’m delighted, because it’s
    a splendid food for them.
    And I like the reusable jars.
    Also your low price.”

  6. If it’s so good, why is it dry and cracked like an old mud flat? I guess there’s a reason we don’t see Beverly on the shelves these days.

    And by the way — is Beverly the boy or the girl?

    1. What is it with some Europeans and salty licorice?

      It’s a matter of taste and upbringing.

      Peanut butter has a warm, savory, homey taste. It is a rare savory flavor that goes well with sweet things.

      And while the high fat and salt content shouldn’t be taken lightly, peanut butter is a pretty amazing food. A smear on a piece of whole wheat bread makes a pretty good breakfast.

    2.  Let’s see 2 grams of protein per tablespoon (15 grams), 0 cholesterol, 4 grams of carbs. and sticks to the roof of your mouth. What’s not to like?

      Even better when combined with grape jelly and sandwiched between two pieces of warm toast (just enough that the peanut butter starts to melt). That, sir, is a heavenly treat.

    3. I hated it as a child, probably because of the texture.  As an adult, I can’t cram it in fast enough.

    4. Thank you Americans. My question has been answered.
      I shall now move on.

      P.S.: I also cant get enough of it.

    5. Not a huge fan of peanut butter myself (my husband eats it all), but it beats the hell outta Marmite.

  7. I was under the impression that sentences starting with “also” and containing no verb were a recent phenomenon of the hipster/internet-savvy generation. Was I wrong (I’m not a native English speaker), or is Mrs. Leonne Lubow from New York in fact a time traveller?

      1. Bopster: I’d like a peanut butter sandwich.
        Waitress: I’m sorry, sir. The peanut butter is gone.
        Bopster: Oh, that craaaazy peanut butter! I’ll have two sandwiches.

  8. It saddens me that peanut butter stabilization technology has been lost to time.  I hate mixing in that damn oil.

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