The Jif vs Gif pronunciation debate had been raging for nearly a decade, and it was due time we put an end to it. So Jif Peanut Butter teamed up with the world’s number one GIF platform, GIPHY to settle the debate once and for all. Just like us, GIPHY agrees that GIFs are most definitely pronounced with a Hard G. Together, we crafted our pronunciation proclamation that lived across e-commerce and social media. From a limited-edition jar that helped launch our message on Amazon, to designing a suite of custom Jif Gifs for our Giphy takeover, to creating a faux linguist who came out publicly rallying against our ‘Hard G’ position--#JifvsGif took the world by storm and had everyone (both online and offline) joining in on the fun debate.  Did we change everyone’s mind? No…but we sold a whole lot of peanut butter.