Don’t be jelly, Skippy. But Jif peanut butter unveiled a little marketing ploy this week that you’d be nuts not to admire.
In a limited run partnership, Jif has teamed with Giphy, the world’s largest GIF search engine, to add a wrinkle to the “soft g” (Jif) vs. “hard g” (GIF) debate that has occupied internet geeks for years. However you pronounce the term for animated looping images, you’re wrong if you do it with a soft g.
Specially labeled jars of “GIF” peanut butter being sold on Amazon for less than $10 were a hot item and quickly sold out. Wednesday morning, Jif told GeekWire it was adding 500 more jars, but those sold out in 5 minutes. G whiz!
Seems like a little internet pressure would be enough to get @Jif to keep making more.
— Jif® Peanut Butter (@Jif) February 26, 2020
“We’re teaming up with GIPHY to put a lid on this decade-long debate and prove there is only one Jif … it’s creamy, delicious peanut butter, not a looping picture you can send to make friends and family laugh,” Rebecca Scheidler, VP of marketing for Jif said in a news release. “So spread the word like Jif on bread — Jif is peanut butter, GIFs are animations!”
The stunt is a promotion by the J.M. Smucker Company timed to National Peanut Butter Lover’s Day on March 1. Giphy has created a suite of GIFs to celebrate the occasion: