Smucker's and Jif Flip the Script—and Some Sandwiches—to Intro J&PB

It's, like, a totally different thing?

What if someone took a PB&J sandwich, with the peanut butter on top, and flipped it 180-degrees, creating a J&PB—with the jam now in a dominant position?

Admit it: the ramifications have been keeping you awake at night.

Well, Smucker’s, Jif and Leo Toronto served up such topsy-turvy Franken-sandwiches in a real taste test to see if average folks could detect any difference.

Yes, marketing pros got paid for doing this. It fueled an entire campaign And the results might surprise you…

…then again, there’s really no surprise at all.

The best bit is some foodie egghead opining, “When you change the order of ingredients, you also change the sensory sequence, which frankly impacts how the brain interprets food.” Such a sweet gig she has.

Kidding aside, the push represents something of a novel approach for this hyper-saturated and well-trod category. Plus, there’s self-aware product-sampling satire, and that’s always snackable.

“We went to a busy public park around lunchtime and simply asked people to try the J&PB and give us their thoughts,” agency ECD Kohl Forsberg tells Muse. “Everyone took a bite of normal PB&J and then we just asked them to flip it and tell us if it tasted different.”

“There was definitely some confusion at first, and some mixed opinions,” he recalls. “But it was fun seeing people seriously consider whether or not there was, in fact, a difference.”

“We made sure we didn’t lead the witness because we wanted honest answers and we were hoping opinions would be mixed.”

And mixed they were.

Of course, everything’s better with jam on top. All right-thinking people think so. Pass the milk!

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