Mike’s hot.
This Mike’s Hot Honey campaign targets young adults drawn to bold flavors and late-night food culture, positioning the brand as the sweet heat that reliably upgrades everyday meals. Using humor and familiar social moments, the concept personifies “Mike” as the one who always shows up. Executions across social, transit, and out-of-home placements highlight the product’s versatility and strong brand reputation.
Collaborators: Jessie Larson and Michaela Brown
This magazine ad appeals to young people who know the feeling of instability, who yearn for something consistent.
Billboard (OOH)
These transit ads target people moving through busy urban areas, using familiar, annoying moments to position Mike’s Hot Honey as the reliable addition that improves any meal.
Social media
This billboard will be placed outside active nightlife areas to position Mike’s Hot Honey as the perfect complement to your post–night-out snack.
Billboard (OOH)
These Instagram Stories highlight how Mike’s makes your food better, using flames to grab attention and convey heat, along with action shots of the drizzle to make it look irresistible.
These Mike’s Hot Honey packets can be distributed at bars and late-night food spots, giving people an easy way to try the product alongside the foods they’re already eating.