Campaign Spotlight

Campaign Spotlight: Jif and GIPHY Settle the Debate Once and for All with Publicis Groupe, and Limited-Edition Collectible ‘GIF’ Peanut Butter Jars

ORRVILLE, OHIO “If you’ve ever called a GIF a Jif®, we forgive you.” That’s the word from Jif peanut butter and GIPHY as they team up to settle the great debate over how to pronounce GIF (hard-G please), in a playful new initiative created by Publicis Groupe.

The #JifvsGIF lineup includes a limited-edition ‘GIF’ peanut butter jar available immediately on Amazon, a suite of custom Jif GIFs created in partnership with GIPHY, as well as a satirical video written by PSOne and produced by Funny or Die, featuring linguistics ‘Professor’ Gary Goodman (pronounced Jary Joodman) angrily (pronounced anjrily) refuting Jif’s stance.

Are you team Hard-G or team Soft-G? Just in time for National Peanut Butter Lover’s Day on March 1, Jif and GIPHY invite you to fuel the #JifvsGIF debate and proclaim your stance.


The initiative is from Publicis Groupe’s Power of One solution, PSOne, a bespoke agency for The J.M. Smucker Company.

“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,” said Rebecca Scheidler, Vice President, Marketing of Jif. “So spread the word like Jif on bread—Jif is peanut butter, GIFs are animations!”

“At GIPHY, we know there’s only one Jif and it’s peanut butter. If you’re looking for all the GIFs, there’s only one GIPHY,” said Alex Chung, founder and CEO of GIPHY. “If you’re a soft G, please visit If you’re a hard G, thank you, we know you’re right. Whether you like your Gs hard or soft, let’s all share some fun and let peanut butter unite us in saying GIF and eating Jif.”

“We’re always looking for ways to inject our brands into cultural conversations,” stated Andy Bird, Chief Creative Officer, PSOne. “But in the case of Jif vs. GIF, the brand is the conversation. It’s a debate that’s been going on for a decade, and I’m so proud of the team for finally harnessing the power of this social conversation in such hilarious ways and making it Jif’s own.”

“Since last year’s launch of the That Jif’ing Good campaign, the brand has truly embraced its new-found irreverence,” said Erica Roberts, Executive Creative Director, PSOne. “This is what gave us the permission to meaningfully jump into the #JifvsGIF debate after nearly a decade. It’s really the first time in the brand’s history, where hijacking a conversation like this is actually on-brand. I’m so proud of the PSOne and GIPHY teams for tapping into the absurdity of the debate and ratcheting it up to the next level.”
Creative Credits
Client: The J. M. Smucker Company
Brand: Jif
Campaign Title:  #JifvsGIF
Agency: PSOne
Agency Location: New York
Chief Creative Officer: Andy Bird
Executive Creative Director: Erica Roberts         
Emerging Technology Director: Jon Hackett
Associate Creative Director, Copy: Alan Wilson
Associate Creative Director, Art: Peter Defries
Copywriter: Blake Fromkin
Art Director: Molly Prunka
Designer: Zachary Collopy
Designer: Guillermo Echevarria
Experience Design: Marga Javier
Experience Design:Janice Park
Strategy Director: Allie O’Shea
Group Account Director: Pedro Perez
Account Director: Erika Maddrey
Account Supervisor: Lauren Wojciechowski
VP, Project Management: Alex Orson
SVP, Consumer Marketing: Patricia Hallock
SVP, Influencer Marketing: Saveira Singh
VP, Media Relations: Alan Danzis
Print producer: Dorina Sharara
Gary Goodman
Production Company: Funny Or Die
Director: Carlyn Hudson
Producer:  Michelle Senay
Producer: Nate Vaughan
Editorial Company:  Funny Or Die
Editor: Andrew Jewell
Producer:  Michelle Senay
Audio Record & Mix:  Kylen Deporter
GIPHY Creative Director: Mark Miller
GIPHY Art Director: Dave Franzese
Creative Team: Brooke Bamford, Jake Longoria, TJ Freda
GIPHY Project Manager: Pamela Thomas
Director: Dave Franzese
Director of Photography: Sharif El Neklawy
Wardrobe: Julia Baylis, Brooke Bamford
Hair & Makeup: Nicole Elle King
Production Design: Brooke Bamford
Casting: Lauren Charkow
Editor / Compositor: Jake Longoria
Producer: Kati Rehbeck
Judge: Felicia Greenfield
Athlete: Matrell Smith
Perfume Model: Sandy Tejada
Teacher: Megan Lynch
Average Joe: David Davino

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