Maple Street Biscuit Company Turns Sporting Events into Feeding Frenzies

Once people try a Maple Street Biscuit Company biscuit, they tend to become immediate fans. So Maple Street made it its mission to find a sampling strategy memorable enough to match the product itself. Rather than relying on traditional handouts or trays of samples, Maple Street and its creative AOR THE MAYOR are taking things to unusual new heights with the 'Biscuit Blaster'.

Tapping directly into the excitement, chaos, and energy of live sports entertainment, the Biscuit Blaster is a custom air cannon designed to launch wrapped Maple Street biscuits into the stands for fans to catch at sporting events. This activation transforms traditional food sampling into a full-blown game day spectacle, turning free biscuits into flying projectiles, unsuspecting fans into instant brand ambassadors, and stadiums into what may be the only place in America where carbs are launched from an air cannon.

Fans who catch a biscuit also receive a coupon redeemable at a nearby Maple Street, helping the in-person activation drive restaurant traffic and repeat purchases. Plus, a QR code on the Jumbotron also leads people to a site where they can get the coupon so everyone has a reason to go in-store.

'Biscuit Blaster' launched with Maple Street’s hometown Minor League Baseball team, the Nashville Sounds, with plans to take the Biscuit Blaster to future store openings and additional live events. The Biscuit Blaster appeared at five of the Nashville Sounds' home games throughout May, beginning with the first Saturday home game on May 16th.

Accompanying the activation is a social campaign, which started May 15th with a teaser video starring the Sounds mascot, Booster the Rooster. Videos will continue to roll out on Instagram, TikTok, and LinkedIn post-launch, capturing the activation in action and showcasing fan reactions, stadium energy, and the unexpected spectacle of biscuits being launched across the ballpark.

This activation also reflects a growing trend of brands building smaller-scale experiential ideas specifically engineered for earned social content rather than large traditional campaign productions. The work marks the latest collaboration between Maple Street Biscuit Company and THE MAYOR as part of the agency’s ongoing AOR relationship with the brand.