J.M. Smucker Company Tone of Voice — Good & Name

Tagline: "With a Name Like Smuckers It Has to Be Good"

Industry: Packaged Foods

Sector: Consumer Goods

How J.M. Smucker Company Communicates

J.M. Smucker ties its food brands to the confidence of a trusted name. "With a Name Like Smucker’s, It Has to Be Good" frames the company around iconic jams, spreads, and pantry staples backed by a wholesome reputation — good, trusted, quality. The voice is name-you-trust and warm, selling the reassurance of a familiar family name, positioning Smucker’s around the folksy, self-assured promise that its long-loved products simply have to be good.

Tone Words

J.M. Smucker Company's brand voice is defined by the following tone words: Good, Name, Quality.

Communication Style

Language Style: Name-you-trust
Sentence Type: Statement
Tense: Present
Expression: Straightforward

J.M. Smucker Company Brand Story

Smuckers makes jams, Jif peanut butter, Folgers coffee, and pet foods.

Brand Message

Iconic jam and coffee brands

Brand Mission

To own and market food brands which hold leadership positions

Brand Positioning

Core Concept: Name quality

Central Tension: Bad vs. Good

About J.M. Smucker Company

The J.M. Smucker Company, also known as Smucker's, is an American manufacturer of food and beverage products. Headquartered in Orrville, Ohio, the company was founded in 1897 as a maker of apple butter. J.M. Smucker currently has three major business units: consumer foods, pet foods, and coffee. Its flagship brand, Smucker's, produces fruit preserves, peanut butter, syrups, frozen crustless sandwiches, and ice cream toppings. Among J.M. Smucker's other food and coffee brands are Bick's Pickle, Café Bustelo, Carnation Milk (Canada), Crosse & Blackwell, Dunkin', Five Roses (Canada), Folgers, Golden Temple (Canada), Jif, Knott's Berry Farm, Laura Scudder's, Robin Hood (Canada), Santa Cruz Organic, and Smucker's Uncrustables. Pet food brands include Meow Mix and Milk-Bone, among others. In 2023, Smuckers acquired Hostess Brands, the makers of Twinkies, in a $5.6 billion cash and stock deal. Listed on the New York Stock Exchange (ticker symbol: SJM), J.M. Smucker ranks 426th on the Fortune 500, with an estimated 2022 market value of $14.6 billion.

Frequently Asked Questions About J.M. Smucker Company

What is J.M. Smucker Company's tone of voice?

J.M. Smucker Company uses a good, name, quality tone of voice. Their communication is name-you-trust, typically using statement-style sentences in the present tense. Their tagline "With a Name Like Smuckers It Has to Be Good" exemplifies this voice.

What is J.M. Smucker Company's brand message?

J.M. Smucker Company's core message: Iconic jam and coffee brands Their mission: To own and market food brands which hold leadership positions

What is J.M. Smucker Company's slogan?

J.M. Smucker Company's slogan is "With a Name Like Smuckers It Has to Be Good". It carries their good, name, quality voice.

What is J.M. Smucker Company's mission?

J.M. Smucker Company's mission: To own and market food brands which hold leadership positions

What makes J.M. Smucker Company's brand voice unique?

J.M. Smucker Company stands out through their good, name, quality communication style. Their central brand tension, "Bad vs. Good", shapes how they communicate across the Consumer Goods sector.

What language style does J.M. Smucker Company use?

J.M. Smucker Company uses name-you-trust language, with straightforward messaging, in statement-style sentences, using the present tense.