HERBYS
WE HAVE THE LEAFS
Since 1964, when brothers Leroy and Forrest created Arbys, they were, and still are adamant that Arbys would never sell vegetarian and vegan options, however, a growing number of Americans are adopting a plant based diet.
Forrest’s Vision
Arby’s was built on meat, but one founder secretly rejected it. After Forrest’s death, his son discovered a manifesto for a veggie-forward future, dividing the family. Leroy Jr. protected the meat-first empire. Cedar brought his father’s hidden vision to life.
Leaked Legal
Leaked boardroom videos show Arby’s co-owners Leroy Jr. and Forrest Jr., sons of the original founders, clashing over a hidden manifesto. It reveals Forrest Jr. has been secretly launching Herby’s pop-ups, all behind Leroy Jr.’s back, giving his father’s plant-based vision life. Tension, rebellion, and the first seeds of Herby’s, caught on tape.
The Herby’s Mirage
Brick-and-mortar Herby’s locations mysteriously appear across from select Arby’s nationwide, serving the full menu, but entirely vegetarian. With no mention of Arby’s, speculation erupts: competitor or parody?
At the same time, the official @eatHerby’s social channels go live, posting mysterious teaser content and behind-the-scenes glimpses
We begin to post social content that perfectly mimics Arby’s, same tone, visuals, and menu drops, creating an eerie 1:1 parody presence online.
Herby’s Exclusive Launch
As a grand launch moment, Herbys is revealing itself to the public with a huge opening event fit with the all vegan Punk band Propagandhi, photo ops, pre-order free samples, and a receipt lottery system, where select paper receipts will have the opportunity to win a free Herby’s dessert or for a select few, a piece of Herby’s swag.
Herby’s Ad Takeover
Arby’s billboards and OOH placements start to mysteriously become replaced with Herby’s ads overnight, seemingly slandering them and pushing people towards Herby’s. Curating more beef between the roast beef empire and it’s new leafy competitor
Herby’s Merch Drop
HERBYS X GARDEN SUPPLY CO.
With a collaboration with Garden Supply Co, we’re taking our merch a step further and selling herb garden kits, garden supplies shaped like veggies, gardening aprons, and most importantly, Herbys compost bags created using actual Herbys food waste.
THE HERBYS EFFECT
As Herby’s locations appear, online speculation takes off. Woody Harrelson, Famously vegan, and Shia LaBeouf, public conspiracist, jump in with playful theories of their own on the Stuff They Don't Want You To Know podcast, fanning the flames with their opposing diet views.
Then we drop a few cryptic posts on their socials, sending the internet spiraling all over again.
HERBY’S JOINS ARBY’S
After weeks of speculation and tension, Herby’s is no longer a secret. The plant-based concept officially joins Arby’s, bringing Cedar’s vision to the menu while honoring the legacies of both founders.
Herbys and Arbys now exist besides each other
CW: Tori Beaver
AD: Patric O’Neill, Lauren Hales