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. Our objective was to drive a successful launch of the first Hart House restaurant openings 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.
