Kevin Hart is using OnlyFans as inspo for his new plant-based restaurant chain

Campaign for Hart House capitalizes on NSFW content

Published On
Oct 13, 2022

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Comedian Kevin Hart is using sex to market his recently launched plant-based restaurant chain Hart House, with a campaign parodying OnlyFans that includes "dominatrix" hamburgers and food in other not-safe-for-work situations.

The campaign, created by Denver-based agency Cactus, centers on a website called OnlyPlants.xxx, reminiscent of the adults only subscription website. Styled as "the #1 site for food porn," it features jokey posts of fries and other food with censored parts. Suggestive captions include “What do you wanna taste first? Me or the champagne…,” ostensibly posted by a chicken burger.

“We knew our work had to accomplish two major tasks: break through by standing up against the big dogs in fast food, and communicate the insane craveability of this remarkable product,” said Cactus’s Chief Strategy Officer Kelly Rowntree in a statement. “We had to be disruptive. We realized the best way to accomplish this was to subvert one of the category’s conventions–using seduction to sell burgers–in a provocative parody that is all about playing up plants.”

Hart House opened its first location in Los Angeles on Aug. 25. It will open its second location in November in San Gabriel Valley. The campaign has also featured billboards placed across from the chain’s competitors, such as In-N-Out, that read “A Quick In and Out Not Doing It For You?

The chain aims to sell plant-based meals at an affordable price. “Hart House is all about reimagining the future of fast food, and democratizing plant-based eating for the average person,” said its Chief Executive Officer Andy Hooper in a statement.

Credits

Date
Oct 13, 2022
Client :
Hart House
Agency :
Cactus
CEO & Founding Partner :
Andy Hooper
Director of Brand & Marketing :
Marcus Byrd
Marketing Associate :
Aaliyah Lambert
CEO & Founder :
Joe Conrad
CCO & Partner :
Norm Shearer
President & CMO :
Jeff Graham
Senior Creative Director :
Jeff Strahl
Sr Art Director :
Spencer Beurle
Sr Copywriter :
Joey Spearman
VP Account Management :
Ainslie Fortune
Sr Account Manager :
Mikela Parker
Chief Strategy Officer :
Kelly Rowntree
VP Comms Strategy & Media :
Chris Shewmake
Project Manager :
Torrie Eberhard
Director of Digital Experience :
Shun-Luoi Fong
Digital Product Manager :
Michaella Hader
Senior Digital Experience Designer :
Kevin Roysden
Production Director :
Martha Douglas
Video Content Specialist :
Jackson Smith
Production Design Manager :
Stephen Hausrath
Project Management Director :
Helen Rudolph-Shabinsky
VP Project Management :
Lisa Van Someren
Photographer :
Nicholas Scarpinato

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