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Mike’s Hot Honey unveils their first national campaign, a fun brand campaign launching from the teams at Another Thing, Arts & Sciences and Noble People.
After 15 years of grassroots growth, cult fandom, and steady category domination, Mike’s Hot Honey is making its boldest move yet: launching its first national advertising campaign, Drizzle the Mike’s.
Created by newly appointed AOR Another Thing and backed by a cross-platform media plan from Noble People, the campaign taps into the surreal, euphoric joy that fans say they feel the moment they taste Mike’s. At the centre of the work are two 30-second hero spots directed by Hannah Pearl Utt of Arts & Sciences, equal parts food love and flavour fever dream. The tagline? “You’re not stoned. It’s just that good.”
The creative is a direct reflection of the brand’s wildly passionate consumer base. Known for their over-the-top social reactions and inventive use cases, from pizza and ribs to ice cream and cocktails, fans helped shape the campaign's tone, aesthetic, and even insight.
“Seeing the way people talk about Mike’s unlocked something big,” said Kate Adams, VP of Marketing at Mike’s Hot Honey. “This isn’t just a condiment, it’s a catalyst. One drizzle changes how you feel about food. It’s indulgent, it’s joyful, and it’s just plain fun.”
For Another Thing, the campaign is a genre-bending love letter to those moments of flavour discovery. “Mike’s is a character, not just a product,” said Nick Kaplan, co-founder of the agency. “This campaign plays like a flavour-forward short film, based on the real, emotional reactions we saw all over social.”
Timed for summer blockbuster season, the media buy spans CTV, digital video, cinema, and social, designed to meet eaters and drizzlers wherever they’re watching (and snacking). A robust influencer activation will extend the creative across platforms, inviting creators to share their own "first drizzle" reactions and culinary hacks.
The launch marks a turning point for Mike’s, evolving from founder-led upstart to full-fledged category leader. With distribution in 30,000+ retail locations and more than 3,000 restaurants nationwide, the brand is poised for its next chapter, without losing the irreverent, flavour-first spirit that started it all.
“Fifteen years ago, I drizzled hot honey on a pizza in Brooklyn,” said Mike Kurtz, founder of Mike’s Hot Honey. “I had no idea it would spark a movement. This campaign is a celebration of that moment—and the millions of fans who’ve drizzled ever since.”
