For nearly a decade, the internet argued over one thing: Is it pronounced Jif or Gif?

Hard G. Soft G. Everyone had a take.

We didn’t pick a side.
We reframed it.

There are billions of GIFs.
But only one Jif.

With that, we partnered with GIPHY and turned a cultural argument into a brand platform, inserting Jif directly into a debate that wasn’t ours… until it was.

We didn’t try to win the internet.
We made the internet work for us.

Did everyone agree?
Not even close.

But the conversation moved.
And so did the product.