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 collaboration, with samples and free swag.
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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
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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.