Kevin Morby has a new song, and it comes with a very specific ice cream flavor attached. The track is called “PBJ,” and it arrives alongside a peanut butter and jelly flavor at Van Leeuwen Ice Cream locations nationwide. The song is a jangly indie rocker about opening yourself up to the world, and the flavor is the kind of marketing move that feels personal rather than commercial.
Morby released “PBJ” as a follow-up to May’s Little Wide Open. The song leans on a simple image: driving with the windows down while the air conditioning runs full blast. That’s the phrase the title comes from, and it’s a story in itself.
The Origin Story Behind the Title
Morby explained the phrase in a statement. “Once, long ago, a friend described the act of driving with the windows down while still blasting the air conditioning as ‘Peanut Butter Jelly,'” he said. “She told me this phrase was common where she came from but no one I’ve ever talked to has said the same nor can I find anything about it online.”
He added: “But I always loved the phrase and have used it ever since. I also love a peanut butter and jelly sandwich (and all its variations) and so this is a very fun song for me. An end of summer song. Listen to it with the windows down… and the air conditioning up.”
The fact that no one else has heard the phrase is the best part of the story. Morby found it memorable enough to keep using it.
The Band Behind the Song
The backing band for “PBJ” reads like a who’s who of indie rock. Justin Vernon plays guitar, Aaron Dessner handles bass and guitar, and Andrew Barr plays drums. Morby directed the music video himself, and it stars his wife and fellow parent Katie Crutchfield, along with Caleb Hearon and Tara Raghuveer.
The video is a simple affair, but it carries the same warm, open feeling as the song itself. It’s the kind of visual that matches the track’s theme without trying to reinvent it.
The Food Collaborations
Morby didn’t stop at the ice cream. He partnered with a handful of businesses across the country to create meals, snacks, and drinks tied to the single. The list spans coast to coast:
- A special burger from New Orleans’s Turkey and the Wolf
- A PBJ ice cream sandwich from Kansas City’s Heirloom Bakery
- A donut from Mr D’s Donut Shop
- A cookie from New York City’s Culture Espresso
- A croissant from Rockaway Beach Bakery
- A drink from Memphis’ Global Cafe
- A sandwich from Durham’s Ideal’s Sandwich and Grocery
Each collaboration takes the PB&J concept and applies it to a different format.
What This Means for Fans
For listeners, the song stands on its own. It’s a jangly, heartfelt indie rocker with a strong cast behind it. For fans who want more, the food collaborations offer a way to extend the experience beyond the track.
The Van Leeuwen flavor is the headline grabber, but the other partnerships are worth noting too. They show Morby thinking about his audience across different formats and regions.
Why the Title Works
The title’s origin is almost as good as the song itself. A phrase that no one else has heard is a rare thing in pop culture. Morby found it, kept it, and now he’s sharing it with everyone.
That honesty carries over into the song. It’s about opening yourself up to the world, and the title’s story suggests a man who pays attention to small details. It’s the kind of detail that makes a promotion feel less like a stunt and more like a genuine idea.
The Verdict on “PBJ”
“PBJ” is a solid addition to Morby’s catalog. The song is warm, the video is intimate, and the title has a story worth telling. The food collaborations are a fun bonus, but they’re not the main event.
The ice cream flavor is the headline grabber, and it’s the kind of partnership that feels natural rather than forced.
A Quick Recap
- “PBJ” is a new song from Kevin Morby
- It features Justin Vernon, Aaron Dessner, and Andrew Barr
- The video stars Katie Crutchfield, Caleb Hearon, and Tara Raghuveer
- The song is about opening yourself up to the world
- The title comes from a phrase Morby’s friend used
- There’s a peanut butter and jelly flavor at Van Leeuwen Ice Cream
- Other collaborations include a burger, a donut, a cookie, a croissant, a drink, and a sandwich
The story ends where it began: with a phrase that Morby’s friend used, and a man who turned that phrase into a song, a video, and a flavor. It’s a small victory, but it’s his.
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