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Limited Edition Peanut Butter Jar Seeks to Settle GIF vs. JIF Debate

The J.M. Smuckers Co. designs a limited-edition jar for its peanut butter with its JIF logo transformed to GIF and a social media hashtag to spur consumers to join the debate.

Gif limited edition package
To prove how Jif and GIF differ, Jif has created a limited run of specially labeled jars that say Gif right on the front.

“If you’ve ever called a .GIF a Jif®, we forgive you.” That’s the word from GIF search engine GIPHY and Jif peanut butter, which have teamed up to settle the great debate over how to pronounce GIF.

As Jif brand owner The J.M. Smucker Company explains, Jif, which is said with a “soft G,” is America’s number one peanut butter. GIFs, said with a “hard G,” are the frequently shared looping videos that add humor, culture, and entertainment into people’s daily conversations (of which GIPHY serves 10 billion each day).

Read about other limited-edition package design in these articles from Packaging World:

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