Jif Peanut Butter and GIPHY Finally Settle the GIF Pronunciation Debate

February 25, 2020

GIF or Jif? Jif Peanut Butter wants to settle the debate once and for all.

Ahead of National Peanut Butter Lover’s Day, which falls on March 1, the peanut butter brand has teamed up with GIPHY, the world’s first and largest GIF search engine, to prove that there is a significant difference between the words Jif and GIF.

According to the professionals, Jif, said with a “soft G,” is the name of the peanut butter brand, while GIF, said with a “hard G,” are hilariously looped videos that provide a fitting reaction for any moment and conversation on the Internet.

“We’re teaming up with GIPHY to put a lid on this decade-long debate and prove there is only one Jif… it’s creamy, delicious peanut butter, not a looping picture you can send to make friends and family laugh,” said Rebecca Scheidler, Vice President, Marketing of Jif. “So spread the word like Jif on bread—Jif is peanut butter, GIFs are animations,” she added.

GIPHY also took a stance.

“At GIPHY, we know there’s only one Jif and it’s peanut butter. If you’re looking for all the GIFs, there’s only one GIPHY,” said Alex Chung, founder and CEO of GIPHY. “If you’re a soft G, please visit Jif.com. If you’re a hard G, thank you, we know you’re right. Whether you like your Gs hard or soft, let’s all share some fun and let peanut butter unite us in saying GIF and eating Jif.”

To drive their point home, Jif created limited-edition labeled peanut butter jars that say “Gif” on the front instead of “Jif.”

“With a tongue-in-cheek label, these collectibles can help Jif fans spread the news (get it?) that Jif – with a 'soft G' – should be all about the peanut butter,” the press release read.

The specialty jars will be available on Amazon for under $10 while supplies last.

Jif and GIPHY also created specialty GIFS (pronounced GIF) for fans to sprinkle into their daily conversations as they argue with friends, family, pets, etc. about the accurate pronunciation. You can find them here.

You can also join the social media conversation using the #JifvsGif hashtag.

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