Jif Tackles "Gif" vs. "Jif" in Pair-Up With Giphy for National Peanut Butter Day

February 26, 2020
Peanut butter

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Kotaku reports that just in time for National Peanut Butter Day, peanut butter brand Jif is teaming up with GIF image host Giphy to tackle the hard-G "Gif" vs soft-J "Jif" debate. Jif is selling a limited-edition jar of its peanut butter with a two-sided label, one side saying "Gif" and the other saying "Jif." Steve Wilhite, the creator of the GIF file, says that the images should use the soft-J sound. However, USA Today reports that Giphy and Jif feel differently. "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 Jif's vice-president of marketing. Giphy founder and CEO Alex Chung says, “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.”  National Peanut Butter Day is March 1.