HEURA
MEAT
Such controversy over an innocent word... :)
Heura Foods is a vegan meat brand. Did you say vegan AND meat? Yes, 100% plant-based vegan MEAT.
And at Heura they love meat, what they don’t love are the consequences of meat’s animal origin. That’s why they produce plant-based meat, as close as possible to the meat you’ve always eaten. In fact, most people who try it without knowing it’s vegan think it is of animal origin.
So, in light of the World Environment Day, we shout from the rooftops a single word, what it is: MEAT.
As to be expected, the campaign was not at all liked by the five most important animal meat associations in Spain. They denounced us, which only helped us get the PR we needed (thanks, from the heart).
But this didn’t just stay put, we hacked our own OOH to turn it into a promotion and led people decide if we are “meat” or not.
EN: The meat industry wants to take us to court for saying this. Judge it for yourself. Try it for free at 700m.
CREDITS
ECD >>> Jesús Revuelta
Creative Team >>> Yerai Gómez, Marcos Martínez, Alex Pons, Jaume Gubianes
Media Agency >>> Arena Media
Production House >>> BLUA
Heura Team >>> Ángela Linares, Bernat Añaños