By Gary Symons
TLL Editor in Chief
When I saw Surge Brands was going to represent a brand called ‘Slap Ya Mama’, I thought agency president Ari Freedman had lost his mind.
Around my neck of the woods, it’s the mamas who do the slappin’.
But of course, this Slap Ya Mama is the fast-growing Cajun seasoning and flavor company from Louisiana, and there’s a wholesome but kinda weird story behind the brand.
As the company states on its site, “You’d think this story starts with a mama getting slapped … and we can understand why. To this day, though, creator Anthony “TW” Walker has not once slapped his mama. He never even thought about it!”
Instead, the name comes from the days when Walker and his family invented their popular Cajun spice. Walker owned a convenience store and 24-hour deli, but he didn’t like the national spice brands that contained high levels of salt. So, he and the family sat around the kitchen table of his mother Wilda Marie and tried out blend after blend.
The problem was, they had two young and wild boys causing mayhem, so they set them to work by having them blend the spices by slapping spice-filled pickle jars, sending them rolling around the floor.
Everybody loved the Walkers’ Cajun seasoning so much that it eventually needed a name. Drawing inspiration from TW’s well-known dish, “World Famous Slap Ya Mama Atomic Potatoes,” his wife, Mama Jen, insisted the seasoning be called Slap Ya Mama. With the approval of TW’s mother, Wilda Marie, the Slap Ya Mama brand was born.
All of which brings us to today, as Freedman and Surge Brands have signed on as Slap Ya Mama’s licensing agency.
“Slap Ya Mama is exactly the kind of brand that creates compelling licensing opportunities because it combines authenticity, strong consumer passion and broad retail momentum,” Freedman says. “Consumers today want brands with real stories and emotional connection, and Slap Ya Mama delivers both in a powerful way. We see tremendous opportunities to translate its bold personality and Louisiana roots into new products and experiences that resonate globally.”
Under the agreement, Surge Brands will develop and lead a worldwide licensing and retail expansion program designed to extend the Slap Ya Mama brand into new product categories and consumer experiences. Also, if the factory falls behind on production, Freedman may have to help roll pickle jars on the floor.
Surge Brands says their initial licensing efforts will focus on strategic growth opportunities across Food & Beverage, Meat Snacks, Confectionery and Kitchen categories, creating a retail program bringing the unmistakable flavor and personality of Slap Ya Mama to consumers around the world.
Founded in Louisiana in 1996, Slap Ya Mama has already grown from a family recipe into one of the most recognizable names for Cajun flavor. Today the brand is distributed throughout all 50 U.S. states as well as Canada, Mexico, the United Kingdom, the Caribbean, EU, Latin America, the UAE and Australia.
The spice that was once sold exclusively in Walker’s deli is now marketed in more than 25,000 retail locations, including Walmart, Kroger, Target, H-E-B, Rouses, Winn-Dixie and Whole Foods, among others.
Slap Ya Mama has also established a substantial consumer footprint through digital and social engagement, reaching more than one million consumers monthly. The brand has built a highly engaged following across social media and pop culture and has appeared across television and entertainment properties while generating significant influencer and celebrity visibility.
Slap Ya Mama’s co-CEO Jack Walker says it’s now time to expand beyond the spice rack through its engagement with the food and beverage licensing experts at Surge Brands.
“Slap Ya Mama has always been about bringing people together around great food, family and authentic Louisiana flavor,” Walker said. “As we continue to grow the brand, partnering with Surge Brands gives us an exciting opportunity to introduce Slap Ya Mama to consumers in new ways and in new categories around the world while staying true to who we are.”
Parties interested in exploring licensing opportunities with Slap Ya Mama can contact Surge Brands here: www.surge-brands.com/contact