Spanish plant-based brand Heura utilized the Medical Residency Entrance Exam in Spain to launch a campaign promoting the health benefits of a plant-based diet. By setting up a van outside the Faculty of Medicine in Barcelona, the brand aimed to raise awareness among future doctors about the advantages of plant-based diets in preventing chronic diseases. Heura provided sandwiches and plant-based ham packets to medical students who had just completed their exam.

The campaign emphasized the reduced risk of diseases associated with plant-based diets compared to consumption of certain animal products. In particular, the campaign highlighted the risks of heart disease and colorectal cancer linked to the consumption of products like beef burgers and ham. Heura also cited research showing that even a small shift from animal to plant protein can significantly improve overall health and aging, while also saving costs for the health system. This initiative aligns with Heura's advocacy for the health benefits of plant-based eating, following previous campaigns such as the opening of a pop-up "pHAMacy" in Paris to showcase the drawbacks of processed meat and the benefits of plant-based alternatives.