Roy Nasrallah, VP marketing at GMG on the rationale behind targeting gamers and understanding market sections and their overlap
Roy Nasrallah, VP marketing at GMG, explains exclusively to Communicate how they created a new product geared towards gamers, and how understanding data helps knowing consumers.
As of late, a lot of brands are targeting specific audiences, but very few seem “organic.” How does one do marketing without sounding opportunistic?At GMG, the guiding principle is always to align brand actions with genuine consumer needs. For instance, before introducing Shnax for Zillennials under our Farm Fresh umbrella, we spent months analyzing consumption habits, social media trends, and direct feedback from younger shoppers. We discovered that this demographic wanted snacking options that were both tasty and health-focused. By grounding our marketing in real insights – not just buzzwords – we were able to shape everything from the packaging design to our influencer partnerships around those authentic needs. When brand strategy is built on data-driven understanding and consistent consumer engagement, the message resonates as purposeful rather than opportunistic.
With the region pushing 30 million gamers, late-night snacking is the norm. What does this tell us about marketing for rather niche audiences?
What we’ve learned at GMG is that no audience is truly “niche” once you consider how lifestyles overlap. The idea that “everyone is a gamer” comes from recognizing that gaming isn’t just for e-sports professionals or hardcore enthusiasts; it includes the millions who unwind with mobile games or connect with friends over casual console sessions. By examining real consumer behaviors – like the fact that people of all ages and backgrounds spend significant time on gaming platforms – we discovered a massive market segment hiding in plain sight. When we treat these gamers as part of everyday culture rather than a narrow demographic, we unlock new opportunities for meaningful engagement and brand loyalty. This allowed us to design products, packaging, and marketing campaigns optimized for that very context. By focusing on those finer details – when, where, and how consumers snack – we turned what might look like a niche into a robust market segment with long-term brand loyalty potential.
How did Farm Fresh make it a point to be convenient for gamers, and how does that translate into other categories and consumer audiences?
Farm Fresh’s journey into snacking began by recognizing that we already had a strong foothold in the convenient foods category with our nuggets, chicken fillets, and breaded lines. Rather than limiting ourselves to traditional meal occasions, we decided to reposition Farm Fresh as a true snacking brand – one that caters to the quick-bite lifestyle. Through extensive data analysis, we identified that gaming audiences – spanning everyone from casual mobile gamers to dedicated PC and console players – have an especially high demand for flavorful, easy-to-eat snacks. That insight fueled our transformation: we launched Shnax, tapping into fun and nutritious snacking, and most recently the Ultra Crispy line specifically tailored for gamers. By aligning our product development with this growing lifestyle trend, we’ve strengthened Farm Fresh’s role as a go-to snacking brand that not only meets but anticipates the dynamic needs of modern consumers.
Farm Fresh just launched its Ultra Crispy line at Gulfood2025 alongside other products tied to shifting demands. Can you tell us more about this new range?
Absolutely. The Farm Fresh Ultra Crispy line was our headliner at Gulfood2025, reflecting GMG’s commitment to innovating based on real consumer demands. By analyzing the booming gaming culture – The tournaments, local e-sports leagues, and an overall rise in late-night streaming sessions – we identified a white space for snacks that were specifically gamer-friendly. Our three flavors – Regular, Jalapeño, and Flaming Hot – were inspired by the bold, fast-paced world of gaming. This launch isn’t just about releasing a product; it’s about showcasing how Farm Fresh is evolving into a brand that embraces modern lifestyles and cultural phenomena. By tapping into the gaming community’s ethos of excitement, community, and friendly competition, we aim to build deeper brand loyalty and set ourselves apart from traditional brands.
