Jif Rolled Out This Peanut Butter So You Can Learn to Pronounce “GIF”
Jif and Giphy teamed up on a marketing campaign to sell a limited-edition peanut butter jar.
How do you pronounce “GIF” — one of the internet’s favorite forms of expressions?
Public opinion has long been split, so the J.M. Smucker Company, which carries Jif peanut butter, teamed up with tech company Giphy to start selling a $10 jar of peanut butter labeled “Gif.” The marketing campaign is designed to clarify the pronunciation of GIF once and for all: there’s no soft “G” — it’s said like “GIF.”
“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!”
“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,” the site’s co-founder and CEO Alex Chung said in a statement. “If you’re a soft G, please visit Jif.com. If you’re a hard G, thank you, we know you’re right.”
GIF stands for “graphics interchange format,” and it was first released in 1987 by computer scientist Steve Wilhite, according to TIME.
The limited-edition Jif jars became available Tuesday on Amazon—as of Wednesday they’re already out of stock.