Projeto experimental de publicidade e propaganda: feira ecológica de Passo Fundo

Abstract

Healthy eating and well-being are essential for the proper development of a society. With that in mind, the present study has the general objective of bringing visibility to the for the Ecological Fair. Through a qualitative research with customers of the Fair, it was mapping the need for a communication plan for brand positioning and reinforcement. For this, the following specific objectives were defined: (i) strengthen the brand, (ii) reinforce that the food sold at the fair is ecological and (iii) increase the visibility of the family farming. To achieve these goals the following actions were carried out: a day of action at the Fair with farmers to engage with the target audience, reformulation of the brand and creation of a new visual identity, development of strategies for and creation of an institutional campaign. The results obtained were confirmed by the objectives of strengthening the brand by increasing the visibility of natural products and family farming.