Mike’s Hot Honey has taken honey into uncharted territory as a condiment, changing minds about how the product can be consumed. And getting there has been anything but traditional.
At a Brandweek Brands Doing Cool Sh*t Experience session, ADWEEK’s deputy TV, media, and sports editor, Bill Bradley, sat down with Catherine Krueger, senior integrated marketing manager at Mike’s Hot Honey, and Mike Cassell, co-founder and head of strategy at Another Thing, in a discussion on how the brand turned a single product into a cultural phenomenon.
The brand started out in Brooklyn pizza shops in 2010, eventually growing via word of mouth and creating a new category of condiment.
