Jif releases limited-edition, GIF-branded peanut butter

Peanut butter giant Jif has (finally) entered the ongoing debate over whether animated image files, or GIFs, should be pronounced with a hard “G,” like gorilla, or a soft “G,” like giraffe. Jif, Ad Age reports, believes GIF should be pronounced with a hard “G,” minimizing the possibility that consumers conflate peanut butter with memes. The company launched a limited-edition collaboration with technology company GIPHY, selling creamy peanut butter with a double-sided Gif/Jif label. As of Thursday afternoon, the jars were sold out on Amazon, but they appeared available for $30 and up on Ebay. We’ll raise a spoon to that.

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