Smackin’ Sunflower Seeds didn’t just compete in a crowded market – they uprooted the competition by rewriting the rules.
The Setup
Cracking the Code: How Smackin’ Sunflower Seeds Became a Snack Sensation
When college students Brian Waddick and Cole Schaefer began experimenting with seasoning sunflower seeds in their dorm room, they likely had no idea they were planting the seeds of a future sensation. Using their classmates as taste-testers, the duo fine-tuned their product and eventually launched Smackin’ Sunflower Seeds.
But the true brilliance of their marketing strategy came with their use of TikTok. They didn’t just promote their seeds – they created a movement, amassing millions of views by offering their snack to ballplayers across the country and engaging with a younger demographic.
Smackin’ entered a $600 million U.S. sunflower seed market dominated by legacy brands like David, Giants, Bigs, and Spitz (source: Circana). Yet, by leaning into authenticity and meeting customers where they were – on the diamond and on social media – they carved out their niche.
Why it Matters
Smackin’ Sunflower Seeds didn’t just compete in a crowded market – they uprooted the competition by rewriting the rules. While established brands leaned on tradition and retail presence, Smackin’ zeroed in on TikTok as the cornerstone of their marketing strategy. They understood that younger audiences aren’t just looking for products; they’re looking for experiences, relatability, and brands that speak their language.
The co-founders’ approach was a masterclass in combining grassroots efforts with modern digital marketing. By showcasing their product in action at ballgames and highlighting relatable, snackable moments, Smackin’ resonated with their target audience in a way that large corporations often struggle to replicate. Their authenticity was their superpower.
The Takeaway
The success of Smackin’ Sunflower Seeds offers a powerful lesson for event marketers: authenticity and creativity can cut through even the most crowded and established industries. Like Smackin’, event marketers often compete for attention in spaces filled with legacy players and predictable strategies. The key to standing out lies in embracing platforms and tactics that resonate deeply with your audience.
Smackin’ didn’t just sell a snack – they created a movement that felt personal and exciting to their community. Event marketers can achieve the same by crafting experiences and campaigns that go beyond promoting the event itself. Engage your audience where they already spend time, whether that’s through social media platforms like TikTok, immersive digital content, or on-the-ground activations. Lean into authenticity, storytelling, and connection to make your marketing efforts feel more like a conversation than a pitch.
The bottom line? Just like seasoning sunflower seeds made them uniquely craveable, finding your “special seasoning” as an event marketer – whether through bold storytelling, user-generated content, or personalized engagement – can elevate your events and drive attendance in memorable ways. Smackin’ proved that fresh ideas and genuine connections will always win, and so can you.