In his video titled “The Hole-y Myth,” Plonts promises consumers that his product “really tastes like cheese” and uses its meltability as a differentiator.

Because the ad’s distribution is currently limited to restaurants, it’s unusual for Plonts to advertise at all. But the food-tech startup is using its coming-out campaign as a brand-building and traffic engine for its partner restaurants, such as Court Street Grocers and S&P Lunch in New York, and Shuggie’s Pizza, Montage Lounge and others in San Francisco. The ad will air on the most popular streaming services.

Sisyphus IRL

In addition to the video, Plonts is launching an experiential campaign in which brand ambassadors will take to the streets of New York and San Francisco in togas. In the style of Sisyphus, the actors will push oversized wheels of cheese through the subways and through busy neighborhoods.

Paid social media buys will continue the humor with different themes. TikTok and Instagram content takes a cue from the current election fever sweeping the country, with flag-waving scenes and “Presented by Americans for Plonts” disclaimers.

Berlant — an off-Broadway theater veteran and scene-stealer on the TV series Search Party and the film Sorry to Bother You — helped create the creative and will continue to work with the brand on a business level, Tavel said. She is also promoting the video on her social channels.

Plonts, which raised $12 million in venture capital in 2022, has mimicked Impossible Foods’ model, first introducing its product in trendy restaurants. If the company follows Impossible’s lead, it could next enter fast-casual and fast-food chains and eventually launch in grocery and specialty stores.