The Drizzler.

In the sophomore year of our campaign, Mike’s wanted to evolve from telling people to “Drizzle The Mike’s” to showing them how to do it, turning the drizzle into a regular ritual.

If you know Mike’s Hot Honey, you know what the perfect drizzle does to a slice of pizza. But most people don’t know the story behind Mike’s, or that it was literally created in a Brooklyn pizzeria to make every pie taste even better.

We paid homage to Mike’s Hot Honey’s founding story and Brooklyn pizzeria roots by telling the story of “The Drizzler.” Starring Tariq “Black Thought” Trotter of The Roots as a seasoned pizza chef mentoring his protégé, the campaign romanticized the art of the Mike’s drizzle, turning a simple finishing touch into a ritual worth mastering.