Heura bets on traditional marketing and uses an original advertising banner to launch a public debate on the environmental impact of our food.
A meat burger contaminates more than your car?
Until a while ago few people knew what Heura was. Today, the brand of vegetable meat that aims to face the problems of the current food system, offering proteins with a positive impact on the world through sustainable, nutritious and delicious food is increasingly known and consumed by both vegetarians and vegans as well as carnivores.
Nowadays, the food-tech sector start-up has decided to bet on traditional marketing through an advertising banner to spread its activist message and create a great impact. The company has placed a giant banner in the heart of Madrid with the aim of raising awareness of the negative impact of livestock and meat consumption, which has been a moment to open a debate on the quiet prejudices of pollution.
The ad has a clear message: "A meat burger contaminates more than your car" accompanied by the hashtag of the brand #LaRevoluciónEstaServida.
Is it really like that or just an attention-getting phrase?
Heura has decided to address one of the key issues when defending vegetable products as an alternative to the livestock industry: pollution and the environment. Meat consumption is one of the most serious problems for the planet right now, given that livestock is responsible for 18% of CO2 emissions, more than the entire transport sector combined.
Through a campaign in social networks, the vegetable meat company intends to uncover what is behind the most polluting industry on the planet and make people aware that food is the change with the most positive impact that we can make.
Debate
This bold action has triggered all sorts of opinions; while the vegan and vegetarian community applauds the advertising campaign, a radical part of the omnivorous sector has criticized the advertising proposal, even going so far as to demand its immediate withdrawal, claiming that Heura's statement is half-truth, not supported by scientific evidence.
In fact, this controversy comes at a particularly critical time in the "meat" war, given that weeks before, the European Union denied the request of the cattle companies that only the meat burgers could use that denomination.
That said, it is clear that the future lies in reducing meat consumption and rethinking its production. However, even though there are many people interested in this not being known, Heura has dared to bring up the topic with its banner willing to initiate a revolution for the planet, the animals and our health.
Unfortunately, the tarp has finally been removed after weeks receiving various legal requirements. Heura has reacted with a proactive attitude, having achieved its goal of opening up a dialogue on the future of our food and the protein transition.
Through his daring announcement Heura has managed to capture a wide target in a direct and effective way, managing to convey his message and opening a necessary debate for the future of our food.
Heura is managing to position itself in the minds of the population as a solution to the impact of the meat industry. Will it be our salvation? At least it will be a big step, since Heura has saved the death of more tan than 405,000 chickens and cows in 2020, the use of more than 53,100,000,000 liters of water and more than 7,000,000 kg of CO2E.
Why not change now our way of eating?
By Laura Ovejas
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