ASK
Introduce Mike's Hot Honey to young adults who are open to experimenting with the flavors of their favorite foods.
Introduce Mike's Hot Honey to young adults who are open to experimenting with the flavors of their favorite foods.
INSIGHT
Young adults enjoy experimenting as long as it happens within low-risk boundaries.
Young adults enjoy experimenting as long as it happens within low-risk boundaries.
CONCEPT
Seemingly sweet characters reveal a mischievous side, showing how Mike’s Hot Honey adds an unexpected kick to the familiar.
Seemingly sweet characters reveal a mischievous side, showing how Mike’s Hot Honey adds an unexpected kick to the familiar.
COLLABORATORS
Harley Babbitt and Olivia Muir
Harley Babbitt and Olivia Muir
Young adults are always on the move. These ads meet them where they are, turning familiar characters into unexpected moments that show things aren't always what they seem.
This Scoop magazine ad shows a sweet-looking dog chewing a shoe, reinforcing “Not As Sweet As It Looks” through playful mischief. Running in a publication popular with young adults places the brand within lifestyle content they already trust and engage with.
Thanksgiving flavors have stayed the same for years. This in-store activation introduces flame-shaped holiday recipe cards with attached Mike’s Hot Honey samples to show how familiar dishes can take on a new twist. By presenting new ways to approach classic meals, it encourages shoppers to rethink tradition and bring something unexpected to the table.
This collection reinterprets household items by using contrasting imagery to reflect the "Not as sweet as it looks" concept. By embedding that tension into everyday items, the collection extends the campaign beyond the bottle and into the home.
Zoe Roth, aka “Disaster Girl,” embodies Mike’s Hot Honey — sweet at first glance, but clearly capable of chaos. Because the meme originated and thrives on social media, launching the campaign there allows the brand to meet audiences where meme culture lives.