As the official BBQ Partner of UEFA EURO 2024™, Hellmann’s, the UK’s number one mayonnaise brand[1], is launching limited-edition bottles across 12 SKUs including mayonnaise, tomato ketchup and its flavoured range, to drive sales and trial throughout the six months of BBQ season. The themed bottles, which the brand will launch as part of its ‘Up Your BBQ Game’ campaign, are available now across all channels and present a unique opportunity to engage BBQ enthusiasts, football fans, and loyal Hellmann’s shoppers alike.The striking limited-edition packaging will feature across Hellmann’s Real and Light Mayo SKUs (430ml, 580ml and 750ml), the Ketchup SKUs (430ml and 750ml) and the Roasted Garlic Mayo, Chilli Charger Mayo, Burger Sauce SKUs (250ml) as well as BBQ Sauce (430ml).
Hellmann’s scores BIG with football talent partnerships
As part of its ‘Up Your BBQ Game’ campaign, Hellmann’s has enlisted the support of notable football stars from five nations to help bring fans together on game days through a shared love of BBQ and delicious food. Current players Jack Grealish, Joshua Kimmich, and Federico Chiesa; along with EURO 2008 winner, David Villa and former captain for the Czech Republic, Petr Cech have joined Hellmann’s to help bring the best barbecues in town to UEFA fans this football season.
Jack Grealish said: “When we come together as England to take on other nations, we feel a real togetherness as a squad to represent our country. We feel this same connection with friends and family over the summer period when enjoying a good BBQ back at home. That’s why it’s great to be partnering with Hellmann’s this summer whose sauces will no doubt help everyone up their BBQ game while we’re out there trying to make the nation proud!”
‘Up Your BBQ Game’ ATL
The limited-edition packs and iconic footballer partnerships will form part of the brand’s £8 million ‘Up Your BBQ Game’ campaign, which will run during UEFA EURO 2024TM across TV, out-of-home billboards, in-store displays, and social channels. Hellmann’s will offer a range of once-in-a-lifetime, money-can’t-buy experiences for fans via in-store and online activations to drive footfall. Hellmann’s fans will have the chance to win tickets to the matches, including the UEFA EURO 2024TM Final at the Olympiastadion Berlin on Sunday 14th July.
Georgina Bradford, Nutrition Marketing Director UK & Ireland at Unilever, said: “Our limited-edition bottles look to tap into the nation’s football frenzy, and make sure Hellmann’s is at the forefront of any UEFA EURO 2024™ BBQ occasion. With 74% of consumers feeling more loyalty to a brand involved in sport[4], 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.”
The ‘Up Your BBQ Game’ campaign follows on from a successful 2023 for Hellmann’s. By sponsoring one of the biggest sporting events of 2024, and launching iconic limited-edition bottles, Hellmann’s is on track to continue a strong growth trajectory.
