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Skippy is playing on smoothness, both literal and figurative, in new marketing that leans on the No. 2 peanut butter's somewhat recent cultural shoutout -- if you can call four years recent.

The "Be Smooth Like Skippy" campaign includes the line "smoother than a fresh jar of Skippy" from the 2014 hit "Uptown Funk."

"We've thought about that line since the song came out," says Jen Nolander, marketing director in grocery products marketing for Hormel Foods. "We knew that music was going to be a very important part of this campaign and as we evaluated music we knew that 'Uptown Funk' was the only answer."

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