• by Fern Siegel , May 21, 2024

Mike's Hot Honey is kicking off its second ad campaign, highlighting unusual food pairings, called “You'll Love It With Mike’s.”

The creative, by Chase Design Group, illustrates the products versatility.

Mike's Hot Honey is a blend of sweet honey and spicy chili peppers found on thousands of retail shelves and restaurant menus nationwide.

The campaign runs across various digital platforms, including YouTube, Google, Max, Meta and TikTok, geared to food enthusiasts and culinary adventurers. It also has a retail element: displays, ads and point-of-sale materials.

“You'll Love It With Mike's” video content shows fans enjoying the product in a variety of culinary settings. It was conceived and produced by Zeke Martinez and directed by Ben Merker.

The new work is a shift in focus. The company's debut campaign touted “You Can't Have Pizza Without Mike's.” Now, the creative features 27 food pairings and 40 copy lines.

“I’ve always said Mike’s Hot Honey can go on anything — and this new campaign brings to life the versatility of the product in a bold eye-catching way. While it’s hard to beat the pizza pairing, our product allows for almost limitless flavor combinations and satisfies the sweet heat taste today’s consumers crave,” Mike Kurtz, founder of Mike's Hot Honey, told Agency Daily.

Margaret Russo, group creative director of new media at Chase Design Group, said the challenge of thinking of novel pairings allowed the agency to construct “strong design elements and a spirited tone of voice for a world that is totally ownable and totally Mike's.”

Along with the ad campaign, a new site is also planned for Q4. The brand will commemorate its 15th anniversary in 2025.

Kurtz added: “We invite everyone to join us on a culinary journey filled with excitement, creativity and, of course, a touch of heat.”