smithfield X mike’s hot honey bacon

To launch Mike’s Hot Honey Bacon, Smithfield took over Times Square by simulating real bees swarming across its billboards, referencing past bee swarm incidents in the area. As the swarm built, a crew of beekeepers moved in, smoked out the scene, and revealed the new bacon collaboration, with samples and free swag.

  • CD / Copywriter: Jimmy Schmidt

    ECD / Art Director: Ryan Dickey

    Art Director: Hannah Cohen

    Group Account Director: Angie Brenner

    Associate Account Director: Carolyn Strumillo

    Animation & Motion GFX: Calvin McMurray 

    Senior Producer: Annelise Smith

    Content Capture: Dean Berdusis, Krysa Boehm

    Editor: Evan Lee

  • The Smithfield Mike’s Hot Honey activation quickly turned heads in Times Square, drawing crowds and generating over 3B impressions across more than 60 media and social placements. It drove real-world impact, with over 3,000 samples distributed on-site, sparking immediate trial. Early indicators point to strong retail pickup and growing sales momentum.