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GIF vs. JIF

The debate about how to pronounce the popular looping video clip known as a GIF (short for Graphics Interchange Format) has been a hot discussion for years. Recently, the peanut butter brand Jif has decided to settle it with this fun new campaign!

The peanut butter brand asserts that it is pronounced “Gif” with a hard G, rather than “Jif” with a soft G. Jif has released a special limited-edition peanut butter jar for those who agree. The 40-ounce jar of peanut butter labeled as “Gif” was released on Amazon for $9.99 and has quickly sold out.

The debate is as hot as ever now! PMG staff took a poll to see where we side, while enjoying some delicious Jif sandwiches of our own! Over 80% of PMGers believe it is pronounced “Gif” with the hard G. A little fewer than 20% of PMG staff are on the “Jif” side, pronouncing it with the soft G. But we all 100% agree that this is a very creative promotion for Jif peanut butter!!

Now we want to know what you think! Let us know what side you’re on in the comments below! Gif or Jif?

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About the author

Progressive Marketing Group, Inc. (PMG) pioneered the concept of a Strategic Marketing Organization (SMO) in 1977 as a client-centric strategic marketing resource with broad tactical capabilities. As a strategic thought leader dedicated to the proliferation of the client’s business, every PMG program and project is created without partiality and adheres to the developed strategy, from Positioning and Messaging through Branding.

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