GUA.CO: Projeto Integrado de Comunicação - PIC

Abstract

GUA.CO is an innovative brand that brings the authenticity of Mexican cuisine to Brazil, standing out in the fast-casual segment. Since its foundation, the brand has been dedicated to offering healthy meals prepared with fresh, high-quality ingredients. With a young audience and communication in the development phase, the brand seeks to reflect the essence of its proposal: tasty, fresh and quality food. GUA.CO offers a diverse menu that includes burritos, tacos, quesadillas and vegetarian and vegan options, allowing customers to customize their meals. Despite global economic difficulties, the fast casual market, a segment of which the brand is a part, is expanding, reflecting a growing trend towards healthier eating practices and the evolution of food franchises. The brand's commitment to sustainability is evident, using recyclable packaging and promoting conscious disposal practices, as well as ensuring that all ingredients are prepared daily, prioritizing freshness and quality. This is merely a reflection of the growing demand for organic and vegan food, which is on the rise, driven by consumers who are conscious about their health and environmental impact. This shift reflects a greater appreciation of natural ingredients and more sustainable farming practices. The growing interest in healthy food and the preference for in-person dining experiences after the pandemic are shaping the market. The fast casual concept is gaining popularity in Brazil, catering to the desire for more sophisticated and comfortable meals. In addition, social media plays a crucial role, with influencers promoting healthier lifestyles and food to a wide and engaged audience. Thus, the advertising campaign for GUA.CO, developed by the Boreal agency, aims to highlight these values and the proposal of healthy and authentic food. The campaign will be based on collecting and analyzing data to devise creative strategies and actions that fit the client's objectives and needs, thus permeating various areas of advertising. Through creative strategies, the campaign aims to increase the brand's visibility and attract new customers, consolidating GUA.CO as the pioneer in the Mexican fast-casual segment in Brazil