<img class="alignleft" src="http://ct.mywebgrocer.com/legacy/productimagesroot/DJ/9/12669.jpg" alt="" width="184" height="191" />Can a bigger opportunity exist for a brand than when it discovers consumers using its product in innovative and unforeseen ways? I’m not talking here about <a href="http://www.spectape.com/">SpecTape</a> duct tape substituting for a deadbolt like it did on the front door of my very first apartment at 21A Park Avenue (that’s Park Avenue, Lindenwold, N.J.). I’m talking about <a href="http://www.armandhammer.com/baking-soda-and-air-care/Products/arm-and-hammer-baking-soda.aspx" target="_blank">Arm &amp; Hammer Baking Soda</a> being used as refrigerator deodorant or the discovery that <a href="http://www.heinzvinegar.com/products-distilled-white-vinegar.aspx" target="_blank">Heinz White Vinegar</a> doubles as a top-notch household cleaner. By exploiting an entirely new application for one of its products, <a href="http://www.pepperidgefarm.com/" target="_blank">Pepperidge Farm</a> unknowingly sits on the precipice of a bona fide opportunity to join forces with a beloved American institution that has remained virtually unchanged for decades: PB&amp;J on white. What I’m proposing is that Pepperidge Farm put its seasonally popular hot dog rolls to more widespread and yearlong use – as a peanut butter and jelly roll. With the tiniest of tweaks, the Pepperidge Farm Classic Hot Dog Bun, no longer JUST a hot dog roll, can be the biggest thing in American kitchens since, well, sliced bread[...]