The Strategy

Dan-O’s is a masterclass in how founder-led content, creator partnerships, and channel diversification can work together to turn a niche product into a household staple.

1. TikTok: The Spark That Ignited the Brand

Dan Oliver leaned into TikTok with zero fluff and 100% personality—serving up quick recipe content, seasoning tips, and everyday cooking hacks. His down-to-earth delivery and genuine enthusiasm turned heads and kept viewers coming back.

Key Achievements:

• Over 4.3 million TikTok followers

• #danosseasoning hashtag hit 1+ billion views

• Averaged 150 million views per month

• Helped redefine TikTok as a serious sales channel for CPG

2. Multichannel Sales Strategy

Dan-O’s didn’t stop at social. As content drove demand, the brand expanded through:

• DTC ecommerce (WooCommerce-powered with smart backend integrations)

• Amazon & Walmart marketplaces

• National retail distribution across 40,000+stores, including Walmart, Kroger, BJ’s, and more

This staged rollout helped Dan-O’s test online before scaling offline, building a growth flywheel between content and commerce.

3. Influencer Partnerships Built on Real Relationships

Dan-O’s grew its reach by collaborating with everyday food creators—not just big names, but people whose audiences trusted their kitchens. These creators didn’t pitch the product—they cooked with it, which helped build deep credibility and drive organic engagement.

4. Community-Driven Product Development

Dan-O’s regularly gathered feedback through social platforms and customer communities. Fans didn’t just buy the products—they helped shape them. That level of participation deepened brand loyalty and sparked UGC at scale.

The Results

📈 6,000% growth in retail availability from 2020 to 2023
📦 From trade shows to 40,000+ stores nationwide
📱 TikTok-driven awareness turned Dan-O’s into a viral pantry staple
🧂 Built a brand community that wants to co-create the next product

Yechi Growth POV

Dan-O’s didn’t just ride a wave—they built the surfboard.

And the strategy behind their growth is highly replicable for mission-driven brands looking to scale:

• Start with story-driven content. You don’t need perfect production—just passion, presence, and a plan.

• Use TikTok as a launchpad. It’s not just for viral dances—it’s the best place to turn niche products into everyday staples.

• Diversify sales channels. Let content fuel ecommerce, and let ecommerce validate retail demand.

• Build with your community. Feedback loops create not just better products—but better marketing.

At Yechi, we help brands bring this model to life—tailored to their category, values, and audience. Whether you’re launching a new wellness product or introducing ancient African flavors to modern pantries, we help you build with content, grow through culture, and scale with strategy.