merit
With saucy innuendos and mouth-watering photography, Cactus showed the world that plant-based food can be just as tempting as its meat-based competition.
Despite the movement’s ever-growing popularity, plant-based food has failed to gain traction in the QSR segment. Hart House aims to change that. With delicious, plant-based burgers, nuggets, shakes, and more, Hart House offers a 100% plant-based menu. Not only is it free of animal products, but it’s also free from the premium pricing typically associated with alternative foods. To drive a successful launch of the first Hart House restaurant opening in LA, Cactus needed to grab the attention of meat-lovers and make their mouths water for a new kind of craving.
We eat with our eyes — and Hart House’s food looks sexy. So we took food porn to a tantalizingly literal level. Our “OnlyPlants” campaign introduced Hart House in a way that made audiences do a double-take. Then it made them do another double-take when they realized the food they were salivating over was 100% plant-based. The campaign centers around an OnlyFans parody website called OnlyPlants (onlyplants.xxx), where menu items tastefully bare it all, just like real x-rated content creators. The website also touted an interactive newsfeed with mouth-watering images, videos, and trending topics, as well as individual profiles for each menu item tempting you to subscribe for more.
