Heurathe food brand specialized in products of plant origin, continues to plant face to the preconceived ideas around plant or plant-based meat with its communication strategy. On this occasion the Catalan company seeks to continue dismantling prejudices, precisely, those who criticize its product.
The action starts from the idea that the best way to end prejudices is with information
To do this, Heura has selected some of his haters and submitted them to polygraph of television Conchita Pérezwho for years participated in the “Save Me” program. “We have been receiving criticism for years and we always take into account constructive comments“, explains the brand on LinkedIn.”However, we are convinced that more than 95% of these criticisms come from people who have never tried our products”
In a video posted on his Instagram profile, the brand shows Conchita performing the test for five different young people. The polygraph first confirms that they were responsible for critical publications on social networks, and later, after trying the hamburger of Heura, it shows that the product liked them. With this, Iura transmits the message that these, and many other comments, They are made from ignorance and misinformation.
The campaign has been devised internally by the company’s marketing team.
“100% of those tried Heura’s vegetable meat, they affirmed that they love”, Argues the brand in a statement.“In fact, 80% could not distinguish its taste from animal meat”These results would go in line with the conclusions of an analysis carried out by Heura itself, according to which more 85% of respondents say that would consume more plant meat provided that it offers a high nutritional value, a taste similar to normal meat and with a lower environmental impact.
The initiative “ended the nonsense”, part of a PREVIOUS SELECTION PROCESSwith which I have announced the search for candidates for the evidence. Bernat Ananos, co-founder of the brand, starred in another Instagram post a week before, in which he presented the mechanics and gave him context. “In a world full of information, say without knowing it comes out for free“I said.”But what would happen if these opinions were tested?”
The brand also published a second content in which it asked the users to comment on what their favorite negative comment was and to label people Haters of the brand you knew. In addition, the mail and the requirements to participate in the initiative detailed.
In the past, Heura has already carried out other similar initiatives with to demonstrate the values of its products in the market. The brand has carried out Blind tastings with consumers And he has sought the opinion of various population segments, such as carnicer professionals, bikers or older people. The objective of all these campaigns and initiatives has been to disseminate the virtues of the alternatives to the meat and highlight their product as leader of the category.
