“Temptation Alley.” “Aisle of crap.” For many shoppers, chips are a category defined by emptiness and ruled by global brands. Enter Jackson’s Honest: local chips born from the pure intentions of a family on a mission and made with simple ingredients cooked in delicious, nutrient-dense coconut oil. To help Jackson’s Honest break down barriers and grow the love, we worked to distill and build the brand and its expression around what comes naturally for them: “Goodness. Pass it on.” The revitalized position, look, feel, and voice is a standout on shelf, online, and every other channel, including the brand’s classic truck. Jackson’s Honest is about being more than business — it’s about leading a movement to reintroduce healthy, traditional fats into the food chain.