Despite the movement’s ever-growing popularity, plant-based food has largely failed to gain traction in the QSR segment. Enter megastar Kevin Hart, the hardest working guy in show business - period. In between blockbuster movies, stand up comedy tours, and TV commercial shoots, Kevin Hart turned to plant-based eating to boost his energy, but he’s not a full-on vegan, he calls himself a “flexitarian” and created his new QSR concept Hart House with that flexitarian target in mind. With delicious, plant-based burgers, nuggets, shakes, and more, Hart House offers a 100% plant-based menu — and not only is it free of animal products, but it’s also free from the premium pricing typically associated with alternative foods. Our objective was to drive a successful launch of the first Hart House restaurant opening in LA. To succeed, we needed to grab the attention of meat-lovers and make their mouths water for a new kind of craving. Knowing that we eat with our eyes before we ever eat with our mouths, we decided to show off Hart House’s sexy-looking menu items in a way that took food porn to a tantalizingly literal level. Our “OnlyPlants” campaign (and very SFW website onlyplants.xxx) made audience’s do a double-take, and then another one when they realized the food they were salivating over was 100% plant-based.
