recognition of Jif's packaging was existent, which created an established reputation for the brand. The ruling stated that consumers would be "likely to believe that the ReaLemon was a Jif Lemon when they saw it on a supermarket shelf." The ruling in Reckitt & Colman's favour occurred even though Reckitt & Colman did not register the plastic lemon packaging. Marketing Jif is sometimes used on pancakes. An advertising campaign introduced the catch-phrase "Don't forget the pancakes on Jif lemon day," in reference to Shrove Tuesday, which is also referred to as Pancake Day. The campaign and slogan was devised by Reckitt and Colman's advertising agency, Foote Cone and Belding. The Jif lemon-shaped packaging aligned Jif with the consumption of pancakes on Shrove Tuesday in consumers' minds, creating a strong link between the product and Shrove Tuesday. Jif and pancakes is a popular combination on Shrove Tuesday. In 2000, over 80,000 Jif lemons were being produced per day to meet consumer demand for Pancake Day, beginning five weeks prior to Pancake Day. This occurred despite fresh lemons having greater availability during this time compared to other time periods. The adverts were shown throughout the 1970s, 1980s and 1990s decades on television screens in Ireland and United Kingdom. See also ReaLemon Cif References Further reading "Frozen Foods". Journal of the Frozen Food Industry. February 1963. External links Jif Lemon homepage HAX Packs. Box vox. How Much Juice In One Lemon? Lemon juice brands Unilever brands