Mike’s Hot Honey

Despite being the pioneer of hot honey brands, Mike’s had failed to reach an audience beyond spice aficionados and TikTok trend chasers. This campaign aims to target Gen-Z, spice-curious consumers by highlighting the sinister contrast between the honey’s sweet and spicy sides.

This ad targets young adults through cooking magazines, daring them to add some spice to their next home cooked meal.

These social media ads (short form and long form) utilize internet icon the “Disaster Girl” to embody the campaign’s theme of “Not as Sweet as it Looks.”

This store display appears during the winter holidays, encouraging customers to add a kick to tame holiday staples.

This pamphlet sits on the honey shelf at grocery stores, giving consumers a free sample of the product as well as recipes to try it with.

This billboard is placed in urban areas, targeting a high density of young adults likely to visit the supermarket soon.

Transit ads provide eye-catching visuals to those frequently commuting to work.