By adding personalised names to the wrappers of its famous sausage rolls, UAC Foods Limited has made a daring, consumer-first move and unveiled a ground-breaking innovation for its flagship brand, Gala. This innovative move turns one of Nigeria’s most traditional snacks into a symbol of recognition, connection, and shared moments in addition to being a source of sustenance.
Gala has been a staple of Nigerian daily life for many years, whether it is in kids’ lunchboxes, used as a quick energy boost in between meetings, or as fuel for lengthy commutes through Lagos traffic. By using well-known Nigerian names like Chioma, Tega, Ade, Musa, Tamara, and Osimen directly on its packaging, Gala is strengthening its emotional connection with customers.
The goal of this innovation, according to Ayo Awosika, General Manager, Commercial, UAC Foods Limited, is to celebrate Nigeria’s cultural diversity and capture the essence of personalisation, BrandSpur news brand reports.
Awosika went on to say: “Gala has always been more than a snack. It has been a companion through countless personal moments, whether at school, at work, or on the go. By branding our packs with familiar names, we are allowing Nigerians to experience Gala in an even more intimate and personal way. Imagine grabbing a Gala for Aisha, Femi, or Zainab, it’s no longer just about hunger; it’s about appreciation, thoughtfulness, and connection.”
By encouraging customers to look beyond themselves, the campaign transforms a casual purchase into a show of appreciation or love. The personalised packs encourage Nigerians to purchase a Gala as a small gesture of kindness for friends, coworkers, loved ones, or even complete strangers during a time of year that is frequently linked to giving and community. This move, which goes beyond simple packaging innovation, demonstrates UAC Foods’ dedication to revitalising the Gala brand for a new generation while upholding its legacy as Nigeria’s most reliable on-the-go snack.
UAC Foods is changing the way that common food brands interact with their customers by coordinating product consumption with emotional storytelling.
However, Gala is now something you share, customise, and celebrate rather than just purchasing as the new packs hit stores across the country.
Industry observers observe that this tactic has a distinctively Nigerian flair while reflecting the worldwide success of Coca-Cola’s “Share a Coke” campaign. UAC Foods is positioning Gala as a unifier that reflects the diversity of the country rather than just a snack by selecting names that transcend geographical boundaries, religious beliefs, and cultural traditions.
