UAC Foods Unveils Harrysong as the New Face of Gala
… Signs Deal with 5 Star Music Group.
UAC Foods Limited, a joint venture business between UAC of Nigeria Plc, (a leading indigenous conglomerate in Nigeria) and Tiger Brands Limited (A South Africa Leading Food Giant) has signed a Brand Ambassadorship deal for its flagship brand – Gala with the 5 Star Music group.
As part of the deal, Harrysong, one of the musicians under the group will be the new face of the brand while other two musicians under the record label KCEE and Skiibii are also expected to promote the brand.
Speaking at the media briefing for the unveiling of the Brand Ambassadors and signing of the deal held on Wednesday January 27,2016 at the company head office in Lagos, the General Manager-Marketing, UAC Foods Limited, Mrs. Joan Ihekwaba explained that the signing of the new brand ambassador is another way through which the company intends to engender a more robust brand affinity with the target consumers and to further reaffirm the leadership positioning of Gala in the category.
Mrs. Ihekwaba also noted that the deal is in line with the ‘Doing Good’ mantra of the UAC group. ’’As a brand from a socially responsible corporate organization, the ‘Naija Snack’ has chosen this endorsement deal as an opportunity to support the Nigerian Music industry, by promoting authentic Nigerian artistes. The numerous fans of Gala should gear up for exciting times as we go into the year 2016’’ she said.
She affirmed that for over 50 years, the brand ‘Gala’ has come to occupy a special place in the hearts of the Nigerian people, by supporting them on their journey to success. ’’At this time we feel it is important for the brand to identify with an ambassador, from the Nigerian Music industry, that represents the values of the Gala brand. This is an industry that has really come of age, excelling to become a strong force in the continent and globally. Harrysong is a proof of this, he is a good fit for the image of the Gala brand’’ she said.
Commenting on the rationale for choosing the brand ambassador, Mrs. Joan Ihekwaba stated that Harrysong and the 5 Star Music Group represent the vibrant, entrepreneurial and indomitable spirit of Nigeria and Nigerians. “They are quite talented and innovative, as evidenced by their huge success and acceptance. Many of their musical efforts are anthems in Nigerian households. These qualities resonate with the Gala DNA and stand them out as ideal ambassadors for Gala’’.
She further stressed that the brand association with the 5 Star Group will further differentiate Gala from the myriad of follower brands, and further expand the geographical footprint of the brand.
On how well Ambassadors will portray the brand and connect with the target consumers, Mrs. Ihekwaba noted that the brand ambassadors especially Harrysong portray the Gala character, speak the language of our target audience. ‘’His musical flair and talent have endeared him to many. His much acclaimed song, “Reggae Blues” aka ”Share the Gala”, is a hit by many standards and shows how well loved the brand is across the country’’ she said.
‘‘We would like to identify more with the youth of Nigeria by emotionally connecting with their lifestyle. The youth have come to a time where they have to keep going on in the face of several challenges. Every Gala Sausage Roll is a symbol of ‘oomph’. That is why we say Gala keeps you going ” she added.
She revealed that communication channels to be explored include Radio (with Jingles), Television (with music videos), Online communication (with consumer engagement via Social media platforms), as well as Outdoor and Print Media
In his own reaction, the new Gala brand ambassador, Harrysong revealed that he was excited to be the face of Gala brand. He then pledged to ensure that the brand derives maximum value for the investment by promoting the brand among the target audience and his fans through his music and his huge social media network.