Jif & GIPHY Set the Record Straight On How To Correctly Pronounce GIF

By Emily Lee

February 26, 2020

The debate on how to correctly pronounce GIF is finally coming to an end. Ever since the GIF was created way back in 1987, people have been mispronouncing the three letter word. After more than three decades Jif and GIPHY are teaming up to put the matter to rest with a little help from a limited-edition jar of peanut butter.

“If you’ve ever called a .GIF a Jif, we forgive you,” GIPHY and Jif peanut butter said in press release. For those who aren't tuned in to the Jif vs Gif debate, Jif—the delicious peanut butter brand we all know and love — is pronounced with a “soft G,” while GIFs, said with a "hard G,” are the frequently shared looping videos that add humor, culture, and entertainment into people’s daily conversations (of which GIPHY serves 10 billion each day).

So, about that limited-edition peanut butter? Here's what you need to know. To prove how Jif and GIF differ, Jif has created a limited run of specially labeled jars – yes, they say “Gif” right on the front – now available on Amazon at just under $10 while they last. The humorous label hopes to inspire Jif fans to spread that word that Jif (with a soft G and don't you forget it) is for peanut butter only.

“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.”

Not only did Jif and GIPHY team up on limited-edition peanut butter jars, they're also collaborating on a special suite of "Jif vs. Gif".gif files for you to spread the word on how to correctly pronounce GIF. For more on the Jif vs. GIF deabte, you can head over to Jif.com or join the debate on Twitter.


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