• by Larissa Faw , February 26, 2020

Jif peanut butter is interjecting its brand into the cultural conversation with a playful campaign attempting to settle the “great debate” over how to pronounce GIF (soft or hard “G”).

The #JifvsGIF campaign, developed by Publicis Groupe’s bespoke PSOne for The J.M. Smucker Company, includes a limited-edition ‘GIF’ peanut butter jar available on Amazon, a suite of custom Jif GIF’s created in partnership with database/search engine GIPHY, as well as a satirical video written by PSOne and produced by Funny or Die, featuring linguistics "Professor" Gary Goodman advocating for his stance on this issue.