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.



Scott McIntosh

Chris Petersen


Wilsynn Wheat

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