Since 1964, when brothers Leroy and Forrest founded Arby’s, they have been adamant that the brand would never offer vegetarian or vegan options. However, a growing number of Americans are adopting plant-based diets.
FORREST’S VISION
In 1964, brothers Leroy and Forrest opened Arby’s, which would become hugely known for having the meats, though known to no one, Forrest secretly avoided meat.
After he passed, his son discovered a shocking manifesto revealing his father’s vision for a veggie-forward future.
That discovery split the next generation, and while Leroy Jr. protected the meat-first legacy, Forrest’s son, Cedar, quietly brought that vision to life.
LEAKED LEGAL
In a shocking leaked video covered by TMZ and the press, Arby’s co-owners Leroy Jr. and Cedar are caught clashing over a hidden manifesto. The footage reveals that Cedar has been secretly launching Herby’s pop-ups behind his brother’s back, carrying out his father’s long-buried plant-based vision.
THE HERBYS MIRAGE
Next to Arby’s in high traffic cities around the country, full restaurant–sized structures suddenly go up, boxed in by plywood so no one can see what’s being built. A simple tease on the blind reads, “Something leafy is coming.”
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.
When the walls drop, Herby’s is revealed, serving the full Arby’s menu, but entirely vegetarian. With no Arby’s branding in sight, speculation takes off.
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.
THE HERBYS MERCH LAUNCH
In collaboration with Harvest and Mill Clothing, we’re launching an online storefront filled with exclusive branded merch, t-shirts, hats, and tote bags.
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 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.