Agree to Disagree: Jif Settles the Jif vs. Gif Debate

Jif, a peanut butter brand, collaborated with GIPHY to enter the debate on the proper pronunciation of the word GIF with its #JIFvsGIF campaign.

Campaign details

Brand: Jif Advertiser: JM Smucker Co. Agency: MSL, PS1 (Publicis, Zenith, Publicis Media, Moxie), Giphy, Funny or Die

Executive Summary

The inspiration: One of the longest running internet debates

When Steve Wilhite, who created the Graphics Interchange Format, or GIF, won a Webby Award for his creation in 2013, he said five words during his acceptance speech: "it's pronounced JIF, not GIF." Jif the peanut butter— did not agree. And in 2020, t

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