Created by new agency of record Another Thing and backed by a high-impact media plan from Noble People, the campaign leans into the euphoric and at times surreal joy that consumers report after tasting Mike's Hot Honey. Two 30-second cinematic spots directed by Arts&Sciences' Hannah Pearl Utt, along with digital cut-downs and social content, bring this flavor-induced awe to life with one unforgettable premise: "You're not stoned. It's just that good."
"When I first drizzled hot honey on a slice of pizza in Brooklyn, I had no idea it would create an entirely new category," said Mike Kurtz, founder of Mike's Hot Honey. "But it did, and it struck a chord. This campaign is a celebration of the love our fans have poured into this brand and how just one drizzle can light up a meal and a moment."
A Campaign Inspired by Fan Passion
"Drizzle the Mike's" taps into the visceral delight that defines the Mike's Hot Honey experience. With a stylized, cinematic look, indulgent food shots, and characters caught in moments of brain-buzzing bliss, the creative draws directly from how fans talk about the product - passionately, humorously and always enthusiastically.
Ninety-nine percent of consumers report a positive or very positive perception of Mike's Hot Honey. That overwhelming love has sparked a wave of fan creativity drizzling it on everything from pizza and ribs to ice cream and cocktails.
"Seeing this positivity play out on social unlocked the key insight behind the new campaign: Mike's doesn't just taste good, it changes the way you feel about food," said Kate Adams, V.P. of Marketing at Mike's Hot Honey. "One drizzle, and suddenly, you want to try it on everything. The only other time people eat with this much joy and creativity? When they've got the munchies."
"Mike's isn't a condiment, it's a character," said Nick Kaplan, co-founder of the agency, Another Thing. "This campaign plays like a mini flavor film built on the real emotional reactions and drizzling behavior of the fans who helped make Mike's a pop culture staple. It celebrates the joyful, indulgent experience of drizzling Mike's Hot Honey on everything."
Integrated Launch with Influencer Amplification
Timed with summer blockbuster season, the campaign will air across CTV, cinema, digital, and social platforms, during peak food-sharing moments.
While the core campaign centers on cinematic advertising, a dedicated influencer extension will amplify the message socially. Mike's Hot Honey will collaborate with creators to share their own first-bite reactions, demonstrating the emotional and flavorful impact of a drizzle.
From a Slice in Brooklyn to a Flavor Revolution
Founded in 2010, Mike's Hot Honey began with a single drizzle on a pizza at Paulie Gee's and has since grown into a household name now available in 3,000+ restaurants and over 30,000 retail locations nationwide. Crafted from 100% pure honey and infused with real chili peppers, the product turns everyday meals into extraordinary experiences.
This campaign marks the brand's evolution from cult-favorite to category leader, all while staying true to its flavor-first, irreverent spirit.
"We believe this is a pivotal moment in our brand's history and are excited to share this campaign with our many passionate fans and help introduce Mike's Hot Honey to even more consumers," said the company's CEO Matt Beaton.
Media Contact:
Cheryl Pellegrino
Prosper PR for Mike's Hot Honey
[email protected]
203.249.0603
SOURCE Mike's Hot Honey
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