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

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