OnlyPlants

As a new, 100% plant-based fast food restaurant, Hart House had a lot on its plate. We were tasked with not just building excitement around Hart House’s new Los Angeles location, but introduce the menu to the masses as the restaurant rapidly expanded.

To introduce our plant-based menu to the world, we launched an OnlyFans parody site called OnlyPlants. This fully-functional site positioned each menu item as a mouthwatering content creator with a fully interactive profile, chocked full of posts, images, as well as saucy videos.

See for youself at OnlyPlants.xxx

THE TEASE

Leading up to the launch, we were a dirty little tease and sent out provocative messaging across Los Angeles to hype the new menu. First, provocative signage told customers that a plant-free alternative was here.

Next, we stole customers from our rivals by "Sending Foods" via Airdop to those waiting in line. Those who left the line received a free meal at Hart House. And finally, in the weeks leading up to the site's launch, we posted censored images of our lewd food, teasing the site.

THE RECEPTION

The campaign was a hit. The press even carried over to the grand opening of Hart House's second location with lines of hungry people stretching for blocks.