In the past decade a heated rivalry has emerged in rap culture - Lyrical Rap vs Mumble Rap. The new generation has been described as sounding like they rap with a mouthful of peanut butter. So, we thought: What if Jif, America’s biggest peanut butter brand, could unite both old and new rap generations?

We then enlisted one of the greatest lyrical rappers, Ludacris, and paired him with Gunna, one of today’s hottest rappers, bringing the two sides together.

And with that The Lil Jif Project was born. The project started with the release of an original rap track recorded with unclear (mumbled) vocal delivery by Ludacris, a stark contrast to his usual lyrical-rap style. We then partnered with legendary jeweler to today’s hottest rap stars, Icebox, to create a 37 carat Jif jar pendant that Ludacris teased on the iconic, The Breakfast Club radio show.

It was then revealed through the film “The Return” that Ludacris's new flow was inspired by a spoonful of Jif Peanut Butter. To top it off, Gunna, one of the hottest rappers of today, gives it his stamp of approval as we witness Ludacris’s epic rise into mumble rap stardom. Fans from both sides came together, praising the song, film, and the bold idea itself.

But we didn’t stop there. We wanted the fans to get involved and create with the #JifRapChallenge on TikTok. And everyone got involved, not just rappers – teens, moms, radio stations and even animals took up the challenge. And just like the peanut butter itself, people couldn’t get enough of it, with TikTok calling the #JifRapChallenge one of the biggest culture drivers in 2021.