Following the news of Jack Grealish being snubbed by Gareth Southgate for the Euros, Manisha Mehta, Head of Global PR and Communications at Bynder comments on how this may impact his brand partnership with Hellman’s.
“Earlier this year, Hellman’s Mayo secured a strategic partnership with Jack Grealish as the official ambassador for the Euros Campaign, aiming to boost brand visibility and profits. With Jack unexpectedly snubbed by Gareth Southgate, should marketers be concerned about the impact this may have on the brand?”
“In the dynamic world of sport, relying solely on the one star for campaigns can be risky. However, Jack Grealish remains a valuable asset due to his personality and likeability. Not only does this situation grant him potentially more scope to work with the brand, but the buzz around this has been significant, with a 37% spike in Google searches for ‘Hellman’s Mayo’ in the past day alone.”
“Unlike serious scenarios where brands must quickly distance themselves from a partnership, this situation offers a chance to infuse humour into the marketing strategy, leveraging Jack’s personality. I don’t want to throw slogans around but I think #PerfectGuyOnTheSide has a nice ring to it.”
“Overall, I don’t think this situation presents as a major concern for the brand. In fact, it has already positioned Hellman’s as one of the most talked-about in the lead-up to the Euros. Moving forward, it would be great to see the brand leverage humour and repurpose existing content to turn the scenario into an opportunity to further engage their audience.”
