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

Because its 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 builder and traffic driver to its eatery partners, such as Court Street Grocers and S&P Lunch in New York, and Shuggie’s Pizza, Montage Lounge and others in San Francisco. The spot will air on over-the-top streaming services.

Sisyphus IRL 

Aside from the video, Plonts is launching an experiential activation, putting toga-clad brand ambassadors on the streets of New York and San Francisco. In a nod to Sisyphus, the actors will be pushing oversized wheels of cheese through the subways and around high-traffic neighborhoods. 

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

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

Plonts, which raised $12 million in venture capital in 2022, has mimicked the Impossible Foods model of debuting its product first in hip restaurants. If the company follows the Impossible example, it could go next to fast-casual and fast-food chains, with an eventual rollout to groceries and specialty shops.