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? So 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.

To kick of the campaign, Ludacris released the single that features on the film “Butter.Atl,” an original track that completely switched up Ludacris’s famous style.

Rather than rap with his usual articulation, he created a track with mumbled vocal delivery and autotuned hooks over a trap beat — a true departure from his old-school roots

Speculation around his new sound grew until it was 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 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. Ludacris then kicked off the #JifRapChallenge, inviting TikTokers to duet with him on Butter.Atl with a mouthful of Jif peanut butter.

Amateur rappers around the world were quick to respond. But not just rappers – teens, moms, radio stations and even animals took up the challenge. And just like Jif itself, people couldn’t get enough of the different peanut butter sounds with TikTok calling the #JifRapChallenge one of the biggest culture drivers in 2021.