A Spanish plant-based giant blending online education and in-person activism

Although I haven’t tried products by Spanish brand Heura, I’ve long admired the brand and its marketing efforts. The vegan industry and movement have taken some big hits the last couple of months, so I love that every week they showcase good news happening in the plant-based industry,

Let’s dive right into its features and tactics!

Date founded: April 2017

Headquartered in: Barcelona, Spain

Founder(s): Marc Coloma and Bernat Añaños

Current CEO: Marc Coloma

Current CMO/Marketing Director: Laurent Gubbels, Head of Content & Social

Annual revenue: €39 million

Annual marketing budget: unknown

Here’s a short video of CEO Marc Coloma talking about Heura.

Products/services: 

• Frankfurt made with plant-based protein 
• Plant-based protein cubes 
• Burger with fine herbs 
• Plant-based Protein Fillet
• Chunks Tex Mex
• Chunks Mediterranean
• Chunks Plant-based Protein
• Chick’n Fillet Burger
• Burgers Plant-Based Protein
• F’sh fillets
• Breaded chick’n fillets
• York Ham Style
• Nuggets Plant-based Protein
• Chorizo Sausages
• Sausages with plant-based protein
• Homestyle Mince
• Meatballs Originals
• Ground Mince

Brand features:

1. Education

Unlike other vegan food companies, Heura Foods brands itself not only as a product manufacturer but also as a source for vegan-related news. It shares information the vegan community would be interested in knowing about, such as Italy passing tougher laws to prevent animal abuse. Its entire Instagram account is comprises vegan news, hardly advertising its own products at all; it even acknowledges that here.

2. Emphasis on environment

Sustainability promotion is at the forefront of Heura Foods. Although many vegan food companies promote sustainability in their branding, Heura focuses on the fact that meat negatively affects the planet and how its products help mitigate climate change. It does this heavily through its website—on the front page—and on social media.

3. Activist positioning

Heura Foods stands out by positioning itself as more than just a food company, it actively embraces activism. Its messaging frames its work as part of a larger movement toward dismantling the meat industry and accelerating a plant-based transition. This activist stance is reflected in its social media campaigns such as this, or its controversial billboard campaign that popped up around parts of Europe.

Top marketing tactics

1. Thought leadership 

Heura Foods has adopted thought leadership in its marketing tactics by using education to drive its social media posting schedule. It shares data and news on sustainability and nutrition, highlights R&D breakthroughs, and advocates for a food system without animals.

This type of reliable factual content on meat-free diets has positioned Heura as a go-to source for information on veganism and the effects of reducing meat consumption. Heura is an expert in driving the plant-based movement.

2. Guerilla marketing

Heura has done public stunts such as street interviews, engaging with regular civilians to promote its products, and public dinners to draw attention. It also advertises and hosts pop-ups where people line up to get a taste of its products.

3. Trend hopping

In 2024, Heura was quick to take part in trends on TikTok such as the demure trend.

Website: heurafoods.com
Facebook: Facebook.com/heurafoods
Instagram: @heurafoods
LinkedIn: Linkedin.com/company/heura-foods
YouTube: YouTube.com/@heurafoods
TikTok: @heurafoods
X: @heurafoods

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