UAC Foods now has a Gala brand ambassador. They signed a brand ambassadorship deal with Nigerian music record label 5 Star Music Group. The Brand Ambassador is Reggae-Blues singer, Harrysong, who was recently unveiled as the new face of Gala sausage roll. The official unveiling took place on Wednesday, January 27 at the UAC corporate office in Ojota, Lagos by the company’s management.
Harrysong, whose real names are Harrison Tare Okiri, was unveiled alongside the two other major artistes signed on to 5 Star Music – Kcee of Limpopo fame and Skiibii.
Speaking at the event, UAC General Manager, Marketing, Mrs. Joan Ihekwaba, said the brand ambassadors represented the Gala character. “Harrysong and the other brand ambassadors speak the language of our target audience. Harrysong, who is the face of the brand, is a good fit for the image of the Gala brand. His musical flair and talent have endeared him to many. His much acclaimed song, ‘reggae blues’ aka ‘share the gala’ is a hit by any standard and shows how well loved the brand is across the country”, she said.
She further 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; noting that Gala sausage roll is a symbol of the vivacity of the Nigerian youth – which are the target audience; hence the slogan, ‘Gala…keeps you going’.
“We believe strongly that the brand association with the 5 Star Music Group will further differentiate Gala from the myriad of follower brands, and further expand the geographical footprints of the brand.
“It is also important to note that we opted for the 5 Star Music Group because the group represents the vibrant, entrepreneurial and indomitable Nigerian spirit which aligns with Gala persona”, she said.
In line with the ‘Doing Good’ mantra of the UACN group, she said, “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.
After over 50 years of existence, 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.
Harrysong’s hit song “Reggae Blues” aka ”Share the Gala” must have pointed the management of UAC Foods in the direction of their new ambassador. “It is like a courtship. The courtship can take a while but certain factors can make marriage happen faster. We were searching for a brand ambassador and that song made us realize that Harrysong is the one we were looking for because he showed love and commitment for the brand”, Ihekwaba said.
In his own reaction, the new Gala brand ambassador, Harrysong revealed that he was excited to be the face of Gala brand. He pledged to ensure that the brand derives maximum value for the investment by promoting Gala among the target audience and his fans through his music and his huge social media network.
UAC Foods limited is a joint venture business between UAC of Nigeria and Tiger Brands limited a South African food giant.
Other products in the UAC Foods portfolio are Supreme ice cream, Swan spring water, Delite fruit juice, Funtime cake and coconut chips.