Let Kids Be Kids


ORRVILLE, OH, September 2004- Many parents can reminisce of a time in their childhood when they would play with friends all day and into the night, never worrying about scheduled activities. It was during times like these where inventive games such as kick-the-can and red light - green light were born and a refrigerator box provided hours of creative play. Times when there were no schedules or deadlines and kids could simply be kids.

But where did that free time go? According to a recent survey commissioned by the makers of Jif , nearly two-thirds (64%) of America's six to twelve-year-olds participate in at least three extracurricular activities per week, and one in every four kids (25%) is involved in five or more per week. These types of busy schedules, in addition to normal school activities, can often lead to kids lacking that unscheduled time to be creative. Times have changed and even parents agree it was easier for a "kid to be a kid" when they were a child (84%).

"Children are growing up in a different environment than their parents," says Courtney Watkins, author and illustrator of Courtney's Creative Adventures. "Today's busy schedules can often hinder a child's time to use their imagination and explore. But being creative can happen in little ways every day. There are a lot of quick and easy ideas for parents to encourage their child's creativity and bolster their confidence for self expression."

Fostering creativity at home can be as simple as making a collage, reading a story and using different voices for each character or cooking. In fact, ninety-four percent of parents agree that cooking sparks creativity in children.

"We know that cooking is a great way to introduce children to the creative process. Providing them with the opportunity to be creative, along with a variety of wholesome ingredients to help spur their imagination, allows them to turn an ordinary peanut butter sandwich into a culinary masterpiece", says Maribeth Badertscher, communications manager, The J.M. Smucker Company. "That's why we are thrilled to announce the Third Annual 'Jif®'s Most Creative Peanut Butter Sandwich Contest for Kids."

About the Contest

Following the tremendous success of last year's contest, the makers of Jif are once again providing children with an opportunity to open the floodgates to their imagination. Kids participating in the contest will see it as a fun challenge as they create their ultimate fantasy peanut butter sandwich.

An independent judging panel will select 10 finalists whose sandwiches will be a part of an online vote open to the public. Five sandwich recipes and finalists will then be selected to compete in a culinary contest in New York City. The Grand Prize Winner will receive a $5,000 savings bond and Jif gift basket, while four runners-up will receive a $500 savings bond and a Jif gift basket.


All recipes must contain at least 2 tablespoons of Jif peanut butter. Recipes will be judged on the following criteria: creativity, taste, nutritional balance, ease of preparation, and appearance.

How to Enter

A parent or guardian can go to Jif web site ( to print off an entry form and Official Rules. Kids ages 6 to 12 can participate by creating their ultimate peanut butter sandwich recipe. Their parent or guardian should mail in the entry according to the instructions on the entry form. Or they can send in on a piece of paper the name of the sandwich, a list of all ingredients, a description of how it is prepared and a photo or illustration of the sandwich along with child's first and last name, address, phone number, child's age, name of parent or legal guardian, and signature of parent or legal guardian, indicating that he/she has read, fully understands and agrees to the Official Rules. All entries should be mailed to "Jif®'s Most Creative Peanut Butter Sandwich Contest for Kids," c/o Cohn & Wolfe, 292 Madison Avenue, Fl. 8, New York, NY 10017. All entries must be received by November 30, 2004.


To enter the contest you must be a legal resident of the fifty United States or District of Columbia and must be a child between 6 and 12 years of age only, by November 30, 2004.

The sandwich ingredients must be original, created exclusively by the entrant and cannot be previously entered into a contest or published. Only one entry per person will be accepted. Recipe entries must include a photo or illustration of the sandwich that was taken or made exclusively by the entrant. All materials including recipes become the sole property of The J.M. Smucker Company. For a complete set of rules log on to

The J.M. Smucker Company ( was founded in 1897 when the Company's namesake and founder sold his first product — apple butter — from the back of a horse-drawn wagon. Today, over a century later, the Company is the market leader in fruit spreads, peanut butter, shortening and oils, ice cream toppings, and health and natural foods beverages in North America under such icon brands as Smucker's®, Jif® and Crisco®. In June 2004, the Company expanded its family of products to include such brands as Pillsbury® baking mixes and ready-to-spread frostings; Hungry Jack® pancake mixes, syrups and potato side dishes, and Martha White® baking mixes and ingredients in the US, along with Robin Hood® flour and baking mixes, and Bick's® pickles and condiments in Canada. For over 107 years, The J.M. Smucker Company has been headquartered in Orrville, Ohio, and has been family run for four generations. The J. M. Smucker Company was recognized as the top company in FORTUNE Magazine's 2003 annual survey of The 100 Best Companies to Work For and has ranked consistently in the top 25 companies each year since FORTUNE began the list in 1998. The J.M. Smucker Company has over 4,500 employees worldwide and distributes products in more than 45 countries.

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