Big Top peanut butter has a long and interesting history. The company behind this iconic peanut butter brand has changed hands several times over the decades, but through it all, Big Top has remained a staple peanut butter brand on grocery store shelves across America.
The Origins of Big Top Peanut Butter
Big Top peanut butter traces its origins back to the early 1900s when peanut butter first started gaining popularity in the United States. In the early days, peanut butter was primarily sold as a health food, thought to provide protein and nutrients. Small companies started producing peanut butter regionally across the country.
One of those small companies was started by a man named George Bayle in New Orleans, Louisiana in 1919. Bayle created a smooth peanut butter recipe he called Big Top. The name was meant to conjure up the image of a circus big top tent. Back then, the peanut butter was hand ground and packaged in large steel tins.
In an era before mass advertising, Bayle managed to grow his Big Top peanut butter regionally by selling it in local grocery stores. However, it would take a few more decades and some ownership changes before Big Top became a major national brand.
The Rise of Big Top Peanut Butter
In 1940, the Bayle family sold the Big Top peanut butter brand to the Corn Products Refining Company, also known as CPC International. CPC International was a giant food conglomerate that helped transform Big Top from a regional brand to a major national brand.
With CPC’s marketing muscle and nationwide distribution infrastructure, Big Top started appearing on store shelves across the country. Big Top’s sales steadily grew over the next few decades. By the 1950s, it became one of the top three peanut butter brands in the United States along with Skippy and Peter Pan.
A big part of Big Top’s success was due to smart marketing and branding. The brand name, logo, and packaging all helped separate it from the competition. Big Top’s marketing emphasized the smooth, creamy taste of its product. Slogans like “Creamy Big Top tastes terrific!” became synonymous with the brand.
For much of the mid 20th century, Big Top remained a core part of CPC’s business. However, things started to change in the 1980s as mergers changed the food industry landscape.
Ownership Changes in the 1980s and 1990s
In 1984, CPC International was acquired by Unilever in a massive $461 million dollar deal. Unilever was intent on expanding its U.S. food business, and CPC’s diverse portfolio of food brands made it an attractive target. This included brands like Mazola oil and Skippy peanut butter in addition to Big Top.
Under Unilever’s ownership throughout the 1980s and 1990s, Big Top continued to be a leading peanut butter brand. However, Skippy was Unilever’s priority peanut butter brand. Little marketing support went towards promoting Big Top, causing its sales to slip.
By the late 1990s, Unilever decided to exit the peanut butter business entirely to focus on other food categories. In June 2000, Unilever sold its North American nut spreads business to the J.M. Smucker Company. This included the Big Top, Skippy, and Peter Pan peanut butter brands.
Big Top Today
Since acquiring Big Top in 2000, J.M. Smucker has owned and produced the brand’s peanut butter. Headquartered in Orrville, Ohio, Smucker is one of the largest food manufacturers in the U.S.
Under Smucker, Big Top peanut butter has once again found success. Even though it continues to be Smucker’s third biggest peanut butter brand behind Jif and Skippy, Big Top has seen a resurgence over the past two decades.
Big Top peanut butter is produced by Smucker at its manufacturing facilities in Memphis, Tennessee. The classic Big Top smooth and crunchy varieties remain popular with shoppers looking for a familiar and affordable peanut butter option. Where available, Big Top retails for a lower price point than premium brands like Jif.
In addition to the traditional glass and plastic jars, Big Top peanut butter today is sold in innovative packaging like squeeze pouches. These convenient single-serve pouches with a long shelf life appeal to parents looking to pack peanut butter in their kids’ lunches.
While Skippy, Jif, and Peter Pan may get more marketing love, Big Top peanut butter continues to quietly hold its own. Loyal fans happily buy the classic Big Top products they remember from childhood. For a 100-year-old peanut butter brand, Big Top has certainly endured thanks to its smooth, creamy taste.
The Evolution of Big Top’s Branding and Packaging
Over its 100+ year history, Big Top peanut butter’s branding and packaging has evolved with the times:
| Era | Branding | Packaging |
|---|---|---|
| 1910s | Basic label with logo | Sold in steel tins |
| 1930s | Circus theme introduced | Glass jars become common |
| 1950s | Iconic Big Top logo | Plastic jars also used |
| 1970s-1990s | Vibrant illustrated branding | Resealable plastic jars |
| 2000s-today | Modern refined logo | Plastic jars and squeeze pouches |
The colorful circus imagery was an integral part of Big Top’s branding for decades. Over time, the brand aesthetics were modernized, but the classic logo and name have persisted.
Big Top’s Marketing Slogans and Jingles Over the Years
Memorable marketing slogans, jingles, and mascots have played a key role in building brand awareness of Big Top peanut butter over the past century. Here are some of the most notable:
Slogans
- “Creamy, dreamy Big Top!” – 1950s
- “Big Top is best when you stir it not!” – 1960s
- “For that circus peanut taste – Big Top!” – 1970s
- “Creamy Big Top tastes terrific!” – 1980s
- “That old time Big Top taste” – 1990s
- “Big Top – The peanuttiest!” – 2000s
Jingles
- “It’s the creamiest, dreamiest, most delicious peanut butter! Big Top peanut butter!” – 1950s TV jingle
- “Take me out to the Big Top, take me out to eat. Buy me some peanuts and Big Top peanut butter! Yum, yum, yummity yum!” – 1970s radio jingle
Mascots
- Chucko the Clown – Colorful clown mascot introduced in the 1960s
- The Elephant – Friendly circus elephant mascot used in the 1970s and 1980s
These catchy slogans, tuneful jingles, and memorable mascots helped drive sales and cement Big Top as a leading all-American peanut butter brand.
Conclusion
For over a century, Big Top peanut butter has held a special place in American pantries and lunch boxes. While the brand has changed hands many times, it has endured thanks to its high quality, great taste, and nostalgia factor. Big Top may not be the market leader today, but it continues to satisfy peanut butter lovers looking for a trusted and affordable option.