American food companies are getting more creative with their marketing.
But some are pushing boundaries that would make your grandmother blush.
And Mike’s Hot Honey discovered one outrageous way to sell their product that has some consumers boiling over.
The food industry has been turned upside down by the rise of social media and influencer culture.
Gone are the days when a simple TV commercial during prime time was enough to sell a product.
Now companies have to get edgy and provocative to break through the noise.
Mike’s Hot Honey just launched their first national advertising campaign after 15 years in business.
But the Brooklyn-based company didn’t go with a safe, family-friendly approach.
Instead, they decided to compare their product to something that would make most Americans do a double-take.
Mike’s Hot Honey compares their product to getting stoned
Mike’s Hot Honey rolled out their new “Drizzle the Mike’s” campaign with a tagline that’s raising eyebrows across the country.
The company’s new ads feature people in a euphoric state after tasting their hot honey with the message: “You’re not stoned. It’s just that good.”
The campaign includes two 30-second spots directed by Hannah Pearl Utt that show characters experiencing intense joy after drizzling the honey on their food.¹
Company founder Mike Kurtz said he had no idea his product would create an entirely new food category when he first put hot honey on a pizza slice in Brooklyn.
“When I first drizzled hot honey on a slice of pizza in Brooklyn, I had no idea it would create an entirely new category,” Kurtz said. “But it did, and it struck a chord. This campaign is a celebration of the love our fans have poured into this brand and how just one drizzle can light up a meal and a moment.”²
The ads are designed to look cinematic with rich food imagery and characters who appear to be experiencing something beyond just enjoying their meal.
Kate Adams, the company’s vice president of marketing, said the campaign taps into how customers actually talk about their product.
“Seeing this positivity play out on social unlocked the key insight behind the new campaign: Mike’s doesn’t just taste good, it changes the way you feel about food,” Adams explained. “One drizzle, and suddenly, you want to try it on everything. The only other time people eat with this much joy and creativity? When they’ve got the munchies.”³
That’s right – they’re directly comparing their honey to having the munchies.
The advertising agency behind the campaign, Another Thing, said Mike’s Hot Honey isn’t just a condiment but a “character.”
“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,” said Nick Kaplan, co-founder of Another Thing. “It celebrates the joyful, indulgent experience of drizzling Mike’s Hot Honey on everything.”⁴
Food critics aren’t happy about the edgy marketing approach
The campaign has some marketing experts and traditional advertisers questioning the approach.
Some are wondering whether comparing a food product to being under the influence is appropriate for a national advertising campaign.
The ads will run across streaming TV, movie theaters, digital platforms, and social media during prime eating and sharing times.
Mike’s Hot Honey is banking on the fact that 99% of consumers report a positive reaction to their product to justify the risky marketing approach.
The company claims their fans are already putting it on everything from pizza and ribs to desserts and drinks.
But some observers worry that the stoner-themed marketing could backfire with mainstream consumers who might not appreciate the drug references.
The campaign comes as Mike’s Hot Honey tries to expand beyond their cult following to become a household name.
Founded in 2010, the company started when founder Mike Kurtz first put hot honey on a pizza at Paulie Gee’s in Brooklyn and has grown to be available in over 3,000 restaurants and 30,000 retail locations nationwide.
The product is made from 100% pure honey infused with real chili peppers.
Company CEO Matt Beaton said this represents a “pivotal moment” in the brand’s history.
“We believe this is a pivotal moment in our brand’s history and are excited to share this campaign with our many passionate fans and help introduce Mike’s Hot Honey to even more consumers,” Beaton said.⁵
The company is also working with influencers to share their initial reactions to demonstrate what they call the “emotional and flavorful impact of a drizzle.”
The campaign reflects changing standards in food marketing
Mike’s Hot Honey’s decision to use marijuana references in their advertising shows how much the marketing landscape has changed.
Just a decade ago, major food companies would never dream of using drug references to sell their products.
But with the rise of social media and changing cultural attitudes, companies are pushing boundaries that would have been unthinkable in the past.
The question is whether this edgy approach will help Mike’s Hot Honey break through to mainstream consumers or turn them off.
Traditional food marketing focused on family-friendly messaging and wholesome imagery.
Now companies are betting that being provocative and edgy will help them stand out in a crowded marketplace.
Mike’s Hot Honey is taking a big gamble that their “You’re not stoned. It’s just that good” campaign will resonate with consumers beyond their existing fan base.
The company clearly believes that comparing their product to having the munchies will drive sales.
But they’re also risking alienating parents and conservative consumers who might not appreciate the drug references.
Only time will tell if this bold marketing strategy pays off for Mike’s Hot Honey.
The campaign launches during the summer blockbuster season, so the company will quickly find out if their risky approach connects with mainstream America.
Food companies are under pressure to find new ways to capture attention in an increasingly crowded marketplace.
Mike’s Hot Honey is betting that being edgy and provocative is the key to breaking through the noise.
Whether this campaign helps them drizzle their way to success or leaves them with a bitter taste remains to be seen.
¹ Mike’s Hot Honey, “Mike’s Hot Honey Launches First National Campaign with a Cinematic Drizzle of Sweet Heat,” PR Newswire, July 15, 2025.
² Ibid.
³ Ibid.
⁴ Ibid.
⁵ Ibid.