We all have our products that we truly believe in. Be it a combination of taste, quality, performance, functionality, tradition, or simply that it was used in our childhood, there are some products we’ll buy no matter what.

Sunbutter is one of those for me.

It’s a great substitute for peanut butter and the taste is surprisingly good. More than anything, it’s because someone close to me has a peanut allergy, and I prefer not to have regular peanut butter in the home when she visits. Sure, Sunbutter costs a little more, but it offers flexibility with food and peace of mind that she’ll be safe.

Having peanut safe products is serious business, as it’s a matter of life and death for many. Not only is Sunbutter peanut-free, but gluten-free, egg-free and dairy-free, and I suspect we know someone whose diet is affected by these food features. Finding a match for all these “free” characteristics while shopping is a little like finding a senior citizen at a One Direction concert – near impossible.

Sunbutter has such a fantastic niche in the food world, carving out a safe haven for those who have never enjoyed the sweet pleasure of PB&J, or peanut butter fingers, or candy buckeyes.

And then, like a movie hero who suddenly turns bad, Sunbutter alienated dads everywhere with one swift butter knife to the heart in their latest video (note slogan at the :24 mark).

I personally know a dad who gasped, “I am the one who discovered the product, who always purchases it, who promotes it to others, and who regularly uses it. Yet I get excluded from their ad slogan and mom gets all the credit?”

Well, Sunbutter, dads are listening.