A comunicação de marcas locais veganas na serra gaúcha

Abstract

This study investigates the challenges faced by local vegan brands in Serra Gaúcha as they communicate within a territory historically shaped by Italian, German, and Gaúcho cultural practices, which are strongly associated with the consumption of animal-based products. The objective is to analyze the communication strategies employed by these brands to build positioning and expand their regional acceptance. The research is grounded in authors such as Kotler and Keller (2019), Solomon (2016), Aaker (2015), and Kapferer (2012), as well as references on veganism and consumer behavior. A qualitative and exploratory approach is adopted, using case studies supported by in-depth interviews with local brands: Alchi, Puro Vegetal, and Nultra Foods. The structure includes a theoretical review of veganism, regional identity, and branding, followed by the analysis of the selected brands. The results highlight strategies focused on valuing regional identity, using affective narratives, and offering practicality and accessibility. Altogether, these elements demonstrate how vegan brands can establish themselves in traditional markets by integrating local culture, purpose, and communication. [resumo fornecido pelo autor]