How Dan-O’s Seasoning Took Off Using TikTok

Dan-O’s now comes in three flavors — and you can follow it on TikTok. Courtesy of Dan-O’s Seasoning

I’ve been crowing about Dan-O’s Seasoning for several years now. For one, it’s a local product, and for another, I use it all the time. Because it’s delicious and goes with pretty much anything. Meanwhile, Dan-O’s has been doing its crowing on TikTok, and has seen a 6,000% increase in retail availability since 2020 – a jump from 130 stores to 7,800 this spring. 

You read that right. A jump of more than 7,600 store placements — nationwide — in just over a year, after previously being available primarily at flea markets and trade shows around Kentucky. How’d they do it? TikTok.

"It's crazy how our 'Plan B' pandemic marketing strategy resonated with so many people," said founder Dan Oliver, the star of the brand's now-verified TikTok account with 2.3 million followers, in a news release. "Social media was one of the only ways to get in front of folks and, once they were able to try Dan-O's, the quality spoke for itself."

Starting this month, Dan-O's fans can find the seasoning in every store of the country's two largest grocery chains: Walmart Supercenter and Kroger's family of brands. Dan-O's will also land on shelves at B.J.'s Wholesale Club, Ingles Market, Raley's Supermarkets, and nearly a dozen other retailers.

In 2017, Oliver packaged the product and hit the trade show circuit, seeing steady growth for a few years. When the pandemic hit in 2020, in-person sales opportunities dried up. Oliver then turned to TikTok.

"I grabbed some ingredients and a six-pack and started making videos in my kitchen," Oliver said. "People loved it. They responded to our authenticity."

Dan-O's TikTok content includes recipes, cooking tips, and Oliver's trademark personality. The hashtag #danosseasoning has more than 1 billion views and the brand averages more than 150 million total views a month. Dan-O's is available online and in-store in 49 of 50 U.S. states.