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Peanut Butter Company Finally Addresses GIF Pronunciation Issue

Illustration for article titled Peanut Butter Company Finally Addresses GIF Pronunciation Issue
Photo: Smuckers

Since the debate between the hard and soft pronunciation of the G in GIF began, we here at Snacktaku have been waiting for the J.M. Smucker Company to figure out how to tap into the argument to sell Jif peanut butter. We are pleased to report that our wait is over.

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Just in time for National Peanut Butter Lover’s Day on March 1, a completely legitimate holiday that’s on a website and everything, Jif has teamed up with GIF host Giphy for a clever if a bit late “Jif Vs. GiF” marketing campaign. Giphy is doing what it does best, hosting a series of Jif-themed GIFs. Meanwhile, Jif is selling a limited-edition 40-ounce jar of peanut butter on Amazon with a special double-sided label that clears up the whole debate. Or at least makes the hard G folks feel a little better.

Illustration for article titled Peanut Butter Company Finally Addresses GIF Pronunciation Issue
Photo: Smuckers
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That right there is five dollars of peanut butter in a 10-dollar jar. It’s too bad Amazon doesn’t support animated GIFs in its product listings. Fret not, Jif has a spinning jar over at the campaign’s website.

Great job, J.M. Smucker Company. It’s good to see JPEG Interchange Format peanut butter taking a stand.

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DISCUSSION

Steve Wilhite, inventor of GIF, says soft-g, it’s how it originally was pronounced, and the losers who insist on hard-g are just johnny-come-latelys to the interwebs.

“The Oxford English Dictionary accepts both pronunciations,” Wilhite said. “They are wrong. It is a soft ‘G,’ pronounced ‘jif.’ End of story.”

I dunno how you get more definitive than that.