Heura makes a "Art Attack" culinary with Jordi Cruz to promote a more sustainable diet

Jane Anderson

December 13, 2024

Heura makes a "Art Attack" culinary with Jordi Cruz to promote a more sustainable diet

Nostalgic millennials who have been saddened this week by the official closure of the Disney Channel may find a solution in Disney’s new marketing initiative. Heura. And the brand, specialized in plant-based meat products, has joined the presenter Jordi Cruz to make your own version of the emblematic craft program “Art Attack”.

The initiative, designed and carried out by Heura’s internal communication team, seeks to cconnect the brand with the generation that with both the presenter and the program and, at the same time, encourage a more sustainable diet, precisely at a time of the year when meat consumption increases by around 15%, as explained by Heura.

Thus, it has been created a video tutorialinspired by the narrative and visual codes of “Art Attack”, which offers information on how to make a Christmas recipe. Specifically, it is a 100% vegetable puff pastry tree, which includes “York ham style” slices of Huera. The brand points out that it is an alternative, healthier appetizer, and suitable for all diners.

The initiative is complemented by a website that collects more recipes of Christmas canapés, made by the brand. Each of these recipes highlights a different Heura product, such as nuggets, bites or vegetable protein slices.

As Bernat Añaños, Co-Founder of Heura, explained through LinkedIn, the objective is to get an entire generation encouraged to Prepare something special for Christmas. “When they ask me: “Do you feel like an adult?”, I’m still not sure. I know, technically, I am. But let’s be honest, our generation has had to redefine what that means.“, he pointed out. “So, we thought: how about we push our generation to take a symbolic step into adulthood? Jordi Cruz’s creativity was perfect for reinventing Christmas tables“.

“It has been wonderful to relive moments with those who accompanied me in my beginnings and to be part of this recipe book; with a product that I consume regularly and with which I feel fully identified due to its mission“, commented the presenter Jordi Cruz, in the brand’s statement.