Gala sausage roll’s “King of the Streets” campaign has emerged as the most outstanding campaign of the year at the just concluded prestigious Marketing Edge awards which held at The Podium Event Centre, Lekki, Lagos.
In the bustling streets of Nigeria, one snack has risen to claim the title of “King” – Gala. For over 6 decades, Gala sausage roll has held a special place in the hearts and stomachs of Nigerians. With a long-standing presence in Nigeria, dating back to the 1960s when it was introduced by UAC Foods, Gala has become intertwined with Nigerian culture and nostalgia.
In March 2023, Gala launched her KING OF THE STREETS campaign aimed at reinforcing the brand’s position as THE KING OF THE STREETS by leveraging its tagline; Fuel your hustle. The campaign tapped into the energy of urban culture and engaged with consumers in a unique and memorable way.
The brand focused on telling genuine stories via their social media page @galasausageroll, about the Gala KINGS; the true soldiers of the brand by celebrating their struggles, triumphs, and connection to the brand’s products or values. These soldiers are the salesmen, the hawkers, the retailers, the distributors, and the consumers who ensure continuous product success by constantly purchasing and selling the legendary snack.
Part of its initiative to drive its thought leadership in the sausage roll space was to sponsor the annual Unilag AfricarribeanCarnival celebrating the rich culture of 6 (six) African countries such as Nigeria, Brazil, Bahamas, Cuba, Jamaica, Trinidad, and Tobago. This was excellently represented by the magnificent display of royalty in the diverse cultures represented.
The brand also sponsored the Toastmasters conference, Nigerian Chapter. Toastmasters International is a global non-profit organization dedicated to improving communication and leadership skills in individuals.
In the month of August, the brand continued to drive the campaign by giving out its tasty sausage roll to consumers across different locations of Ojota, Mushin, Yaba, and Victoria Island.
As a heritage brand, Gala sausage roll sponsors the “Senior’s Time Out”, a monthly wellness program for older citizens 60 years and above.
The burning question on consumers’ minds is “Where will the King be?”
As long as the streets of Nigeria bustle with life, Gala will continue to reign supreme, serving as a tasty, budget-friendly, and beloved snack.