The Hungry Marketer

I never heard about Honey Mama’s, even with it being a company based right here in Portland. That wasn’t until I kept crawling social media and couldn’t escape posts about their new collaboration with Thin Mints.

And really… what’s more of a classic staple than Thin Mints? Thin Mints have a huge cultural backing—who doesn’t love them?! Okay, maybe some people… mostly the strange kind. Just kidding.

What Honey Mama’s marketing and creative team aimed to solve, they absolutely accomplished by teaming with this iconic brand. This collaboration doesn’t just make sense; it’s branding done right. They managed to take their niche, high-quality treats and place them alongside a cultural legend, and the result is magic.

Doors have opened for them. Literally. These treats are now in Costco, which is no small feat. For a Portland-based, clean-ingredient brand to land in a massive national retailer… that’s impressive. That’s strategic. That’s smart marketing.

So here’s my takeaway for fellow marketers: this is how you do a collaboration that elevates your brand instead of diluting it. You respect the cultural weight of the partner, you stay true to your own identity, and you make it accessible without losing your edge.

If you’re in marketing, this is the kind of campaign to study. The kind that makes you nod, maybe take notes, and definitely take a bite.

Honey Mama’s + Thin Mints? Brilliant. Their marketing team deserves all the praise.

Hey, I’m Camila Koufaty, and I write Hungry Marketer—a newsletter for anyone who loves food, branding, and a little marketing magic. I break down campaigns, collabs, and snackable insights so you can geek out on both taste and strategy. Hit subscribe and let’s chew on marketing together.