Rebranding em tempos de pandemia
: um risco ou um investimento estratégico? Caso Urban Foods

  • Teresa Maria Silveira Paio Pinheiro Rosado (Student)

Student thesis: Master's Thesis


Urban Foods, created in 2018 as Urban Nature, is a Portuguese healthy snack brand that faced a scenario of an unforeseen global pandemic crisis that paralyzed the economy. This very unique moment was seen as an opportunity to rebrand their strategy, product, and planning for a future expansion and even internationalization. Their previous plans were brought to an abrupt halt due to the consequences of the Pandemic, where its negative impact forced the company to readapt and reinvent itself rapidly in order to survive. At a time when most brands stagnated in their market positioning, cut costs, suspended innovation plans, and only dedicated their entire focus on strictly essential operations in order to survive, Urban Foods took an opposite approach. The start up team used this challenging moment to identify new opportunities, trends, to innovate and to investin growth. This was the time to engage with the Portuguese consumers on a deeper level, while preparing a solid base for the future. Urban Foods assumed the risk involved in this project by carefully revaluating the Market, readjusting and placing it self against its competition, inspired by the latest market trends. The company forged a strong alliance with its closest ally, the consumer, and focused on a modern approach, mature enough to withstand any future adversities within a marketplace that is more competitive than ever. The aim of this research project is to understand how - during a world pandemic -Urban Foods decided to use this situation to invest in an innovation project and intense rebranding process. After reviewing the literature, focusing on the main authors of the concepts of branding, rebranding, innovation, product development and crisis, an empirical investigation took place using a qualitative methodology based on four pillars: Participative Observation (internship), a Case Study, a consumers Survey and In-Depth Interviews with the brand ́s managers. The analysis of the data allowed to concluded that, regardless the risks of any crisis, innovation and investment proved to be the path that companies should take. With Urban Foods this decision was based on a combination of processes that gave a solid ground to the decision of rebranding.
Date of Award26 Feb 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorMariana Victorino (Supervisor)


  • Marketing
  • Communication
  • Rebranding
  • Branding
  • Crisis
  • Pandemic
  • Innovation


  • Mestrado em Ciências da Comunicação

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