Choosy moms choose GIF with a soft “g” sound. Shortly after GIF creator Steve Wilhite declared that the acronym for Graphics Interchange Format should be pronounced like the peanut butter, Jif fired back on Twitter with a link to a GIF of its own.
Wilhite settled the pronunciation debate once and for all in his acceptance speech at the 2013 Webby Awards, where he received a lifetime achievement award for the dancing images that he created in 1987.
Rather than worry about branding or copyrights, Jif’s Twitter admins jumped on the #Jif #GIF hashtags, added a trademark symbol to the company’s name, and spread the word like it was peanut butter on toast.
— Jif® Peanut Butter (@Jif) May 22, 2013
Jif can also thank director Sean Pecknold, who recently used the peanut butter to explain how to pronounce GIF in his video, “A History of the GIF: Moving the Still.”