Mike’s Hot Honey: You’re Not Stoned…

The Situation: Mike’s Hot Honey had done a lot of brand partnerships and developed a cult following. But they had never promoted their brand with their own campaign. So when we were named Mike’s Hot Honey’s AOR, we were tasked with creating buzz for their first-ever brand campaign.

The Insight: Once people start drizzling the Mike’s, they instantly want it on everything. They find themselves putting it on foods they never imagined. The only other time people eat with that much joy and creativity? When they’ve got the munchies.

The Strategy / Brief: Reassure people there are no mind-altering substances in Mike’s Hot Honey — the only thing making them eat like this is that delicious sweet heat.

The Idea: You’re not stoned. It’s just that good.

The Results: The message broke through and made people want to try something THAT GOOD. Awareness rose from 32% to 61%, YOY sales rose by 55%, and 80% of purchases were made by new customers.

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Agency: Another Thing

Role: Head of Strategy

Year: 2025