Hellmann’s goes large with ad as official BBQ Partner of UEFA EURO 2024


As the nation gears up for an exciting summer of football, mayonnaise brand Hellmann’s is celebrating being the Official BBQ Partner of the UEFA EURO 2024 by launching a giant Out-Of-Home (OOH) activation.

Hellmann’s big campaign

This week will see OOH digital screens in rail stations across the nation transformed into giant 3-metre-high Hellmann’s mayonnaise bottles, all promoting the chance to win tickets to the tournament’s final stages.

The activation is part of Hellmann’s UK-wide ‘Up Your Game’ marketing campaign, which encourages people to come together over a shared love of food and football by creating an amazing BBQ experience with its classic and specialty sauces.

The special-build OOH activation, which is the first of its kind for Hellmann’s, is being delivered by Tesco Media and Insight Platform powered by dunnhumby and JCDecaux UK for the iconic Unilever brand.

Running for two weeks at four of London’s busiest rail hubs – Charing Cross, Clapham Junction, Victoria, and Waterloo stations, from 22 April – the activation will dominate digital six-sheet screens with creatives promoting Tesco’s exclusive ‘Text to Win’ competition, which gives football enthusiasts the chance to win tickets to the UEFA EURO 2024 finals!

And with BBQ season just around the corner, the giant bottles of world-famous mayonnaise are perfectly positioned to build excitement and awareness with the millions of fans anticipating the forthcoming international football competition.

Georgina Bradford, Marketing Director from Unilever, said: “A great BBQ is something we can all get behind and is a great way to bring family and friends together this championship season, no matter who they are cheering for.

“We want to help bring people an elevated food experience this football season which is why we’re thrilled to be named as the Official BBQ Partner of UEFA EURO 2024.”

Andrew Mullins, Creative Solutions Director at JCDecaux UK, said, “Summer 2024 is set to be a huge opportunity for brands to engage audiences around key seasonal moments and sporting events.

“With 83% of the UK population visiting one of the top 60 cities every month, it’s great to see Unilever using Out-of-Home to its full creative potential for Hellmann’s Mayonnaise, delivering a high-impact campaign that will resonate with commuters out and about.”

Lee Roberts, Head of Sales at Tesco Media and Insight Platform, said: “The Euro’s and BBQs will punctuate the summer ahead, offering Hellmann’s the perfect platform to create shared experiences that bring communities together and establish an emotional connection with customers.

“Launching a summer of activations at Tesco, inclusive of Connected Store, at-home and digital media, will deliver a rich set of creative experiences across physical and digital environments that will ensure the Hellmann’s partnership builds baskets and extends across all customer touchpoints, making it unmissable.”

Unilever has also booked a UK-wide digital OOH campaign across environments and the ‘Up Your Game’ campaign is running across TV, out-of-home billboards, in-store displays, and social channels.