By Richa Noriega
Just in time to celebrate National Peanut Butter Lover’s Day on March 1, the peanut butter brand Jif has teamed up with Giphy, a Graphics Interchange Format (GIF) search engine, to release a limited-edition jar of Jif peanut butter that replaces the brand’s name with “Gif.”
According to J.M. Smucker Company (SJM), the brand’s manufacturer, the purpose of the team-up is to “settle to the debate” over how to pronounce “gif,” the animated looping image format on the internet.
People often mispronounced the word “gif” with a “hard G,” the CNN Business reported.
However, the creator of gif, Steve Wilhite made the declaration that it’s pronounced with a “soft G.” When he received a Webby Award in 2013, he flashed a gif on the big screens at the Cipriani Wall Street in New York, and said: “It’s pronounced JIF, not GIF.”
Regardless of the official declaration, the social media users have remained divided. “Both GIF and the peanut butter are pronounced “Jif,” the report added.
“We’re talking about JIF vs GIF. Soft G vs Hard G. And we think it’s time you talked about it, too,” Jif said on its official website.
Meanwhile, GIF has shared an animated looping image on Instagram regarding the announcement of the partnership with the peanut butter brand.
“If you’ve ever called a GIF a JIF… we forgive you!!!!!!….but so it never happens again, we’ve made some GIFs (and a collectible jar) with @jifbrand to clear things up! Link in bio! #JIFvsGIF,” the caption read.