- cr: Jif

Jif settles the great debate with limited edition gif jars

"If you've ever called a .GIF a Jif, we forgive you."

1y ago

One of life’s greatest conundrums, as we all know, is the important matter of how to pronounce .gif. The looping videos, that is.

And who better to settle the great debate than everyone’s fave peanut butter?

To help us all out, Jif is releasing a limited edition run of specially labelled jars which read gif.

And it's just in time for for National Peanut Butter Lover's Day on March 1.

The lids playfully instruct: "If you've ever called a .GIF a Jif®, we forgive you."

So just to clear up any lasting confusion, the peanut butter is pronounced with a soft G. The other kind are said with a hard G.

Grab the jars while they last on Amazon. They’re yours for just under $10.

"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!"

"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."

Apparently this debate has been going on since gifs first arrived on our screens, way back in 1987.

Help us settle this once and for all… jif or gif?

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