In the ever-changing world of marketing, where new products flood the market daily, some brands have mastered the art of staying relevant, not by chasing trends, but by tapping into something far deeper: nostalgia.
One such brand is Gala, Nigeria’s iconic sausage roll, which has remained a staple for commuters, roadside sellers, and everyday consumers for decades.
The Managing Director/CEO, UAC Foods, Mr. Oluyemi Oloyede had enthusiastically announced across his social media pages that the company is
bringing back the old, original Gala recipe with 10X more BEEF, which was greeted with much excitement from consumers online.
He said: “Starting from tomorrow, Friday, February 21, after two years of extensive research and tasting. It is more filling, more delicious, and it brings back the
nostalgia back of our growing up. The Odogwu of all Snacks. The Ozodioranma of all Sausage Rolls in Africa. The Oba of all. Let’s welcome home this beautiful product that made our childhoods memorable. As you see this new product, send me pictures and videos of you buying and eating it with your family and friends and let us share these beautiful moments and memories together”.
But what exactly makes Gala more than just a snack and to what extent does Nostalgic Marketing influences purchase? To find out, The Brand Colossus took to the streets, engaging with consumers, from a bus driver navigating Lagos traffic to a roadside vendor and everyday Nigerians who still reach for Gala when hunger strikes.
“Gala Has Been with Me Since Childhood” – The Bus Driver’s Tale
Inside a danfo bus heading from Oshodi to Mile 2, we met Ahmed Yusuf, a 42-year-old commercial bus driver who has been on Lagos roads for over a decade. Between navigating impatient passengers and dodging last-minute okada riders, he reached into his dashboard and pulled out a familiar snack, Gala.
“Gala is like my old friend,” he chuckled, unwrapping it with ease. “I’ve been eating this thing since I was a small boy. Back in the day, my father used to buy it for me whenever we traveled. Now, I buy it for my own children.”
For Yusuf, Gala represents more than just food. It’s a memory, a piece of childhood that has followed him into adulthood. And he is not alone in this sentiment.
The Street Seller: “It’s the One Product I Know Will Sell”
At a busy intersection in Yaba, we met Iya Bisi, a roadside snack seller balancing a tray stacked with Gala and soft drinks. She’s been in the business for over 15 years, and despite the introduction of countless other snack brands, she says Gala remains a top seller.
“People trust Gala. Some may try other sausage rolls, but they always come back. It’s like a habit they can’t break. Even when prices increase, they still buy,” she told The Brand Colossus, adjusting her tray as a bus conductor waved her over.
Her words highlight a crucial aspect of nostalgic marketing, consumers are more likely to stick with brands they associate with positive memories, even when alternatives exist.
“No Road Trip Is Complete Without Gala” – A Consumer’s Perspective
Inside a Sienna heading to Ibadan, 27-year-old Ifeanyi Eze laughed when we asked him about Gala. “Ah! You can’t talk about road trips in Nigeria without mentioning Gala. It’s tradition!” he exclaimed.
Ifeanyi recalled how, as a child, he would eagerly wait for his father to buy him Gala and a bottle of soft drink whenever they traveled. “It just became a thing. Now, as an adult, I still buy it. I don’t even think about it. It’s automatic.”
This automatic purchasing behavior is one of the strongest advantages of nostalgic brands. Consumers don’t just buy based on hunger; they buy based on emotion, familiarity, and habit.
Why Nostalgia Works in Marketing
Experts say nostalgia-driven marketing taps into deep emotional connections that consumers form with brands in their younger years. Ola Patrick, a brand strategist, explains:
“When people have a positive association with a product from their past, they develop a sense of loyalty that is hard to break. Nostalgic brands benefit from this psychological effect because they evoke comfort, reliability, and trust.”
This is exactly why Gala remains a dominant force in the Nigerian snack industry. Despite the influx of newer sausage roll brands, its legacy, consistent taste, and strong emotional connections keep it ahead.
Consumers Weigh In: Nostalgia or Declining Quality?
As we continued our conversations, we met Samuel, a university student who has fond childhood memories of Gala but believes the product has changed over time.
“I won’t lie, Gala was my childhood favorite. My dad used to buy it for me anytime we traveled. But these days, I feel like the taste and quality have dropped. It doesn’t feel as satisfying as before,” he shared.
This sentiment was echoed by several other consumers, many of whom admitted that while they still buy Gala for the nostalgia, they sometimes explore alternatives due to taste and pricing concerns.
The Verdict: Old Is Gold
In a market driven by constant innovation, brands that successfully tap into nostalgia create something that competitors struggle to replicate, deep emotional loyalty. From the bus driver and the street vendor to everyday consumers, Gala’s continued success proves that sometimes, the best marketing strategy isn’t just about reinventing the wheel, it’s about reminding people why they fell in love with the brand in the first place.
As The Brand Colossus continues its market interactions, one thing is clear: nostalgia isn’t just a feeling. It’s a powerful connection leverage opportunity for brands.
