Hellmann’s faces some tough decisions after Jack Grealish, a central figure in its Euro 2024 marketing drive, has been left out of Gareth Southgate’s England squad.
The condiment brand was using the football star to promote the fact that it was the ‘Official BBQ Partner’ of the football tournament, with videos, reels and posts dominating the brand’s Instagram page over recent weeks.
A poster has also been released, featuring Grealish, a bottle of mayo and the slogan ‘Up Your Game’.
Southgate made the squad announcement yesterday with the Manchester City forward losing out to a host of other talented other forwards including Bayern Munich star man Harry Kane and Arsenal’s Bukayo Saka.
Hellman’s has been the subject of mockery on social media in the wake of the news.
Awful day to be the Official BBQ Partner of UEFA Euro 2024 pic.twitter.com/fUPDoXIAoV
— ⛷️ (@stokaljona) June 6, 2024
“A tough day for Jack Grealish, but also difficult for his sponsors. They must be rethinking their Euro 2024 comms strategy right now,” tweeted sponsorship marketing expert Ricardo Fort.
Adding that it would also impact non-official sponsors, he said: “I feel for Unilever’s Hellmann’s (an official UEFA sponsor) but have no sympathy for non-Euro sponsors using players to (legally) ambush the event.”
A tough day for @JackGrealish, but also difficult for his sponsors. They must be rethinking their @EURO2024 comms strategy right now.
I feel for @Unilever‘s Hellmann’s (an official UEFA sponsor) but have no sympathy for non-EURO sponsors using players to (legally) ambush the… pic.twitter.com/2hyuWdJ3um— Ricardo Fort (@SportByFort) June 7, 2024
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However, others are fairly sure it can be salvaged, with a bit of good old self-deprecation.
Gymbox brand and marketing director Rory McEntee, posted on LinkedIn, urging people to “say a prayer for the partnership”.
He added: “I don’t know anyone at Hellmann’s but can only imagine the scramble and emergency meetings taking place now. Let’s use LI for good and throw them a few ideas to get through this.”
McEntee’s own suggestions included flying Jack over to Germany to BBQ bratwurst for the fans for before an England game. “Great content, bit of humour and fans would love it. What else?” he said.
