Arts & Sciences' Hannah Pearl Utt Directs A Flavorful Fever Dream For Mike’s Hot Honey
July 21, 2025
Mike’s Hot Honey unveils their first national campaign, a fun brand campaign launching from the teams at Another Thing, Arts & Sciences and Noble People.
After 15 years of grassroots growth, cult fandom, and steady category domination, Mike’s Hot Honey is making its boldest move yet: launching its first national advertising campaign, Drizzle the Mike’s.
Created by newly appointed AOR Another Thing and backed by a cross-platform media plan from Noble People, the campaign taps into the surreal, euphoric joy that fans say they feel the moment they taste Mike’s. At the centre of the work are two 30-second hero spots directed by Hannah Pearl Utt of Arts & Sciences, equal parts food love and flavour fever dream. The tagline? “You’re not stoned. It’s just that good.”
The creative is a direct reflection of the brand’s wildly passionate consumer base. Known for their over-the-top social reactions and inventive use cases, from pizza and ribs to ice cream and cocktails, fans helped shape the campaign's tone, aesthetic, and even insight.
“Seeing the way people talk about Mike’s unlocked something big,” said Kate Adams, VP of Marketing at Mike’s Hot Honey. “This isn’t just a condiment, it’s a catalyst. One drizzle changes how you feel about food. It’s indulgent, it’s joyful, and it’s just plain fun.”
More on shots!