Brand Insight:

Steve Wilhite, father of the Graphics Interchange Format, stated in his acceptance speech at the 2013 Webby Awards “It’s pronounced 'JIF' like the peanut butter, not 'GIF'.”

 

Creative Idea:

In a social led digital campaign, JIF takes a stand in the Gif v. Jif pronunciation debate by making and sharing 60 JIF GIFs to celebrate it's 60 years of peanut butter.

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Articulation:
JIFGIF

@KingJames All food made with JIF peanut butter is a slam dunk, amirite!? #LeJifJames #JIFGIF

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@realDonaldTrump Spread Jif, not fake news. #DonaldJifTrump #JIFGIF

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Nobody can get you out of sticky situation smoother than the @Avengers. #AvenJIFs #JIFGIF

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Too bad @ChristopherColumbus sailed right past America’s greatest treasure. #JiftopherColumbus #JIFGIF

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@JimmyFallon The perfect Late Night combo. #JiffyFallon #JIFGIF

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JIFar and Jasmine
JIFar and Jasmine

@Disney Nice try Jafar, that’s not even torture. #JIFar #JIFGIF

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@ImagineDragons If you thought Unicorns liked peanut butter, Imagine Dragons. #ImaJifDragons #JIFGIF

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“...They presented unto him gifts; gold, frankincense and JIF" - Matthew 2:11.5. #MerryJIFmas #JIFGIF

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@JeffSheets Every professor dreams of being immortalized… you’re welcome. #JifSheets #JIFGIF

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art/animation:

Scott McIntosh

Chris Petersen

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copy:

Wilsynn Wheat