Dan Oliver, founder of Dan-O’s Seasoning , was slinging his signature blends at trade shows and flea markets around the country when COVID-19 hit, shutting down his primary sales channel and forcing a hard pivot. Oliver turned to TikTok, going all-in on the video-sharing platform, and struck gold.
First, a video of him making crab cakes went viral. Daily sales increased sevenfold. A few months later, his bacon-wrapped jalapenos caught fire (figuratively), catapulting sales again.
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