Smash Foods and Justin’s launch back-to-school PB&J campaign

Smash Foods and Justin’s are rolling out “No Crumbs Back,” a back-to-school push that puts their PB&J products into Whole Foods Market, Instacart and a giveaway campaign. The collaboration leans into the sandwich’s pop-culture comeback as parents look for lunchbox options kids will actually finish.

Why it matters: - Smash Foods and Justin’s are targeting the back-to-school lunchbox market with products positioned as simple, better-for-you staples. - The campaign is built around a basic parent goal: sending a lunch that comes home empty. - The partnership extends from stores to online shopping and a consumer giveaway, broadening reach during peak back-to-school spending.

What happened: - Smash Foods and Justin’s launched “No Crumbs Back” on Aug. 18, 2026. - The campaign pairs Smash Foods fruit spreads and protein bites with Justin’s nut butters. - The brands are activating the partnership at Whole Foods Market, through co-branded Instacart advertising and through a social giveaway. - The launch is centered in Brooklyn, N.Y.

The details: - Smash Foods’ Strawberry Superfood Fruit Spread is made with 95% fruit, sweetened with dates and powered by chia. - Justin’s Classic Peanut Butter has two ingredients and 7 grams of protein per serving. - At Whole Foods Market, Smash Foods will be 25% off and Justin’s will be 20% off in co-display endcaps. - The promotion will also appear online through Instacart to help families stock up on PB&J ingredients. - The campaign also includes a VIP back-to-school mailer and a social giveaway with Chomps and PlanetBox. - The mailer includes Smash Foods Strawberry Superfood Fruit Spread, Sunflower Butter + Strawberry Protein Bites, Justin’s Classic Peanut Butter and Almond Butter Squeeze Packs, Chomps Original Beef Chomplings and a PlanetBox Trailblazer Sandwich Box. - Creators will promote the “Show Us Your No Crumbs Back” giveaway. - One winner will receive a school year’s worth of Smash Foods Superfood Fruit Spread, Justin’s Peanut Butter and Chomps Original Beef Chomplings, plus a PlanetBox lunch box and bag. - The giveaway is open to U.S. residents 18 and older and closes Aug. 26. - More information is available through @eatsmashfoods.

Between the lines: - The campaign taps into a broader PB&J revival that Food & Wine recently called the “flavor of the summer.” - The timing also follows viral interest in PB&J-inspired recipes, including a PB&J-potato-chip sandwich trend tied to Julia Roberts. - The message is clear: nostalgic lunch food can still fit modern ingredient standards. - The partnership positions both brands as answers to a common parent frustration without requiring heavy preparation or label scrutiny.

What’s next: - The Whole Foods Market promotion and Instacart advertising will run during the back-to-school shopping period. - The giveaway closes Aug. 26, with one winner selected from the social campaign. - Smash Foods and Justin’s are using the campaign to push their PB&J products deeper into family lunch routines.

The bottom line: - Smash Foods and Justin’s are betting that nostalgia, convenience and simple ingredients can make PB&J a back-to-school winner again.