Pujadas Gómez, Anna2022-11-132022-11-132022http://hdl.handle.net/10230/54817Master’s Degree in Arts in Communication Management (UPF Barcelona School of Management). Curs 2021-2022Mentor: Mònika Jiménez MoralesThis Capstone Project intends to design a Communication Plan in both, the strategic and creative field, for the plant-based brand “Heura”. A literature review is presented before the communication plan, and a context for the vegan food industry and everything that revolves around it is offered. After that, the body of this project develops a personalized communication plan for a hypothetical product that the brand could launch, more specifically, a new line is introduced: seafood, in particular, shrimps. This plan is presented in four different steps; Research, Planning, Actions and Communication, and Evaluation.application/pdfengThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License  Treball de fi de màster – Curs 2021-2022info:eu-repo/semantics/masterThesisCommunicationVegan brandsStrategyFood industrySocial mediainfo:eu-repo/semantics/openAccess