• by Fern Siegel , Yesterday

Mike’s Hot Honey is all fired up.

Another Thing, its new AOR, is launching the brand's first national ad campaign “Drizzle the Mike’s.” Noble People handles media.

Two spots — here and here — salute Mike's fan base and the singular effect it has when eaten. The tagline: "You're not stoned. It's just that good."

The work, running across CTV, cinema, digital and social platforms, is directed by Arts&Sciences’ Hannah Pearl Utt. Upcoming iterations will include influencer activations, including a  “Hot Thoughts” series designed to amplify the euphoric flavor narrative.

“Mike’s isn’t a condiment, it’s a character,” said Nick Kaplan, co-founder of 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."

The target demo is broad, from Hot Honey fans to sauce enthusiasts and cooking experimenters.

Founded in 2010, Mike’s Hot Honey began with a single drizzle on a pizza at Paulie Gee’s and now appears in 3,000+ restaurants and is sold in more than 30,000 retail locations nationwide. Crafted from 100% pure honey, it is infused with real chili peppers.

“This campaign is a major milestone for our brand,” Natt Beaton, CEO Mike’s Hot Honey, told Agency Daily. “Mike's Hot Honey started with one drizzle and has grown into a category leader. With this national push, we’re showing up in a bold way to meet the fans where they are — at the table, in the kitchen, in the culture. The goal is simple: get more people drizzling, more often.”