Jif or GIF? Giphy and peanut butter brand open debate on how to say it

Jif or GIF? Giphy and peanut butter brand open debate on how to say it



Quick test: How do you pronounce “GIF”?  OK, now how do you pronounce “Jif”? 

If you used a “soft G” like in “jelly” to pronounce the popular peanut butter brand, you got it right. And if you went with a hard “G” like in “goodie” for those frequently shared looping videos, you got that right, too.  

That’s according to Giphy, anyway, the database most of us tap for that perfect image to punctuate our thoughts. 

Now, back in the day, the computer scientist who created GIF, Steve Wilhite of the popular online service CompuServe, indicated otherwise: GIF was meant to be pronounced as “Jif.”

Sticking to its effort to set the GIF-JIF record straight, and, um, spread the news, from their revisionist point of view, Jif, the peanut butter brand that is part of the J.M. Smucker Co. product portfolio, has partnered with Giphy on a marketing campaign just ahead of National Peanut Butter Lover’s Day on March 1.


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