Hellmann’s is launching a range of activity to mark its status as official BBQ partner of this summer’s UEFA Euro 2024 football tournament.
The condiment brand is launching limited-edition bottles across 12 of its mayonnaise, tomato ketchup and flavoured sauce SKUs to encourage trial and drive sales.
Additionally, as part of its ongoing ‘Up Your BBQ Game’ campaign, it has enlisted notable current and former football players from five nations – Jack Grealish, Joshua Kimmich, Federico Chiesa, David Villa and Petr Cech – as partners.
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They will form part of the £8m campaign, which will run during the tournament across TV, out-of-home, in-store displays and social media.
It will offer fans the chance to win tickets to Euro 2024 matches, including the final in Berlin on 14 July.
Georgina Bradford, nutrition marketing director UK & Ireland at Unilever, said: “With 74% of consumers feeling more loyalty to a brand involved in sport, we’re offering consumers even more reason to pick up a bottle of their favourite condiment. With some big names in football endorsing the partnership, including Jack Grealish, we are expecting to see some real buzz around the brand and our BBQ offerings throughout the tournament.”
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