The eatery, which just opened in Los Angeles, utilizes the OnlyPlants site to playfully promote healthy food. Menu items on the site bare all, with with images, videos and trending topics. Viewers are treated to a topless burger on the beach and a chicken sandwich lounging upon a faux bear-skin rug in front of a roaring fire.
Denver-based agency Cactus created the parody campaign, which includes out-of-home, in-store branding and social and digital components. An airdrop video has just posted on both Hart House and Kevin Hart's Instagram
The restaurant plans to open a second location, in Monrovia, Calif., in the San Gabriel Valley, in early November. The strategy: turn vacant fast-food locations into Hart House restaurants in communities lacking such options.
“When we thought about our first campaign, we wanted to build something that would cut through the digital space and reward our supporters, even the ones who cannot physically access Hart House, with a subversive lens on crave-able and delicious food, that just happens to be made from #OnlyPlants,” Marcus Byrd, director of brand and marketing, Hart House, told Agency Daily.
A sassy billboard directly across from one of Hart House's rivals, In-N-Out Burger, reads: "A Quick In and Out Not Doing It For You?" Another billboard tempts Los Angelenos to visit the new sexy new site: “Licking Your Lips? You Should Know These Are Plants. Get A Taste At OnlyPlants.xxx.”
"Hart House is all about reimagining the future of fast food and democratizing plant-based eating for the average person. The brand is committed to making a powerful statement with our food — big and bold. The QSR industry has no choice but to take notice.” added Andy Hooper, CEO Hart House, Los Angeles.