I saw another good article in the September issue of Parents Magazine:
Lunch is Served
Keep it simple with 25 easy ideas to make school lunches healthy and fun.
These lunch ideas look great, healthy and tasty, and best of all realistic for a working mom like me. Only one of the examples has PB&J and you could easily substitute cream cheese or Sunbutter (if your child eats it - B wont touch it).
They visualize each lunch with photos using the Laptop Lunch system. On that note, we are LOVING B's new LL system. She polishes off her lunch every day since we starting using it. And subsequently she's been gaining weight (which has been a bit of an issue for us).