Mike’s Hot Honey The Drizzler.

Some toss dough. Others perfect the drizzle.

People who love Mike’s Hot Honey know what the right drizzle does to a slice. Fewer know where it started: in a Brooklyn pizzeria, made to make every pie a little better. In the campaign’s second year, the goal moved from telling people to “Drizzle The Mike’s” to showing them how, and making the drizzle a ritual.

The Drizzler goes back to those pizzeria roots. Tariq “Black Thought” Trotter of The Roots plays a seasoned pizza chef teaching his protégé that the finishing touch is a craft worth mastering. Black Thought and Questlove’s company Two One Five produced it, and James Poyser of The Roots wrote an original score. The film launched nationwide on July 1 across connected TV, online video and social. Creator content, social activations and a citywide pizza box takeover in Chicago carried it further.