Heura is not a company, it is a whole movement. The famous Spanish vegan meat brand has recently gone from winning awards, conquering the European market, to fighting a court case led by a meat industry feeling threatened by the rise of plant-based foods. The food activists recently succeeded in their first part of this battle, allowing them to continue spreading their crucial message and push towards the global protein transition.
food activists
Vegan Advertising 101 With Spanish Food Activists Heura
Spanish plant meat pioneer, Heura, continues to advertise in an interesting and educational way, rather than just trying to convince the public of how tasty their products are, as is often the case with traditional advertising. Heura is disseminating information about the benefits to the environment if consumers replace traditional meat with plant-based meat. The ads, which can be seen across Spain and on social media, include messages showing facts, figures and facts about the benefits of switching to a plant-based diet. Last year, the company put up a huge billboard in the centre of Madrid with the message: “A meat burger pollutes more than your car.” Although, unsurprisingly, the controversy forced the company to withdraw the advert in December, Heura seems unafraid of the …