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.
Articulation:
JIFGIF
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