Mike's Hot Honey - Drizzle the Mike's

Mike’s Hot Honey came to Another Thing with a challenge: after 15 years of cult status and word-of-mouth growth, it was time to introduce the brand to the masses without losing the fire that made it famous. As their new agency of record, we launched Mike’s first-ever national brand campaign, “Drizzle the Mike’s”—a surreal, euphoric celebration of that first-bite feeling. Anchored by the bold line “You’re not stoned. It’s just that good,” the campaign draws on a powerful insight: once you try Mike’s, you feel different about the food in front of you. Suddenly, anything can be drizzled, and everything should be.

We brought that mindset to life through two cinematic films, plus digital, social, and influencer extensions that spread the gospel of sweet heat across CTV, cinema, and every flavor-hungry feed. The campaign repositions Mike’s as more than a condiment—it’s a catalyst for joy, indulgence, and creativity. From its Brooklyn pizza-slice beginnings to 30,000+ retail locations nationwide, this moment marks a turning point: Mike’s is no longer a secret. It’s a movement. And once you Drizzle the Mike’s, nothing tastes the same again.