#JifvsGIF

Award: Wood Pencil

Wood Pencil / Integrated / Collaborative Campaigns / 2021

Award: Shortlist

Shortlist / PR / Integrated

To get back on the map with a younger, internet-savvy audience, Jif successfully hacked a debate that had been raging for nearly a decade. Is GIF, the file format, pronounced Jif or Gif? Hard G or soft G? It seemed as though everyone had picked a side, but what about Jif peanut butter? Simple: there are billions of GIFs but only one Jif. The brand launched #JifvsGif, taking on the inventor of the GIF, professional linguists and millions of keyboard warriors worldwide who had been calling the graphic interchange format the same name as the beloved peanut butter.