Heura Campaing
This project was created for Elisava School of Design and Engineering, Master's Degree in Creative Direction and Communication.
Team Member: Vanessa Ruiz, Pol Toruella, Ricardo Ladino, Tania Jurado and Jeniffer Rivera
Target Audience: The new target audience for Heura® aims to expand from the veggie market that knows the brand to the flexitarians, which we named the indecisive omnivores. The public who desires a new eating habit but doesn’t know how to start.
Challenge: Connect the public that currently consumes animal meat and is willing to change their eating habits. Making the brand the ideal solution to start a new change in their lifestyle.
Idea: Create the pop-up Heura® OFF Market, an experience in a market with a dystopian future where food as we know it, no longer exists. From this moment of reflection, we connected the community with the Heura® ON Market platform, which will engage in dialogue with the community, developing actions aimed at changing habits to act in the face of the climate crisis.
Creative Concept: Heureka.
Reimagining The food future to change the present
Heura® OFF Market
A pop-up store created as an interactive experience for the public. There they can interact and buy dystopian food, find the solution to this current problem through the package and receive information at the website. Leading to the new proposal for Heura® On Market platform and selling points.
After the campaign activation and the pop-up, Heura On Market is part of Heura new brand and strategic communication plan. Educating the new and current public through different communications points (social media, websites and POS).
Heura on Market
Through this new communications strategy, social media, web page redesign, and New Heura local market and it’s own point of sales we searched to maintain relevancy and direct contact with the public.
