Jackson's Super Veggie Straws Launches Social Campaign Challenging Shoppers to Question the Label

Oct. 14, 2025

What if the key to selling healthy snacks wasn’t claiming they’re healthy at all? That’s the compelling strategy behind Jackson’s Super Veggie Straws campaign, which has been turning heads across social media. Working with influencer agency Joybyte, Jackson’s took an atypical approach: Instead of promoting their new Super Veggie Straws as just another virtuous snack choice, they challenged consumers to investigate what goes into the “veggie” snacks already filling grocery store shelves. Jackson’s is revolutionizing the veggie straw category by finally delivering on the veggie promise with a straw base made from four real ingredients—yellow peas, brown rice, cassava, and sweet potato—cooked in premium avocado oil and seasoned to perfection.

The ongoing campaign has generated more than 904,000 impressions and 36,640 engagements across Instagram and TikTok, with 174 pieces of content created to date. More importantly, Jackson’s Super Veggie Straws are now outselling competitors and even outperforming the brand’s own popular Sweet Potato chips.

The campaign’s standout moment came through a partnership with health influencer Joey Wellness and his 1.4 million followers. His side-by-side ingredient comparison of Jackson’s Super Veggie Straws real-food ingredients versus competitors racked up more than 600,000 views, diving deep into what other brands put in their products.

Joybyte lead strategist Val Ponce de Leon said:

“Joybyte built a strategy that combined macro-influencer partnerships for broad reach with micro-influencer collaborations for targeted engagement, ensuring the message resonated across different audience segments while maintaining authenticity. In a snack market saturated with health claims and ‘clean’ positioning, Jackson’s decision to focus on ingredient transparency rather than generic wellness messaging proved to be a differentiator that resonated with increasingly savvy consumers.”

 

The campaign continues to run as Jackson’s builds on the momentum through video, Instagram, and TikTok.