Plant-based Meat Brand Heura Sued by Spanish Animal Meat Associations for its Climate Action Campaign
Heura, Europe’s fastest-growing plant-based meat brand, has withdrawn a provocative advertising campaign following legal action from the meat industry, which had taken initial measures to sue Heura after it launched a provocative campaign highlighting the pollution caused by the livestock industry entitled ‘One beef burger pollutes more than your car.’ The campaign quickly went viral, prompting major meat industry associations to sue the brand.
Heura has responded to the lawsuits by agreeing to take down the billboard in central Madrid, and has invited key players in the meat industry to start a dialogue about how to jointly find solutions to create a more sustainable industry.