Unilever Nutrition and its portfolio of 21 dressings, condiments, seasonings and meat replacement brands (led by Hellmann’s) had the ambitious goal to come together for the first time in 2024 and completely transform the summer for BBQ lovers across Europe. An innovative, multi-brand partnership was launched as UEFA EURO 2024™ announced its very first Official BBQ Partner with Unilever looking to drive representation on the BBQ table during the longest food consumption moment of the year (March through September).
This partnership was brought to life by football stars from several key markets as they playfully challenged football fans and BBQers alike to take their BBQ game from bang average to banging with Unilever Nutrition productsin their starting line-up. Up Your Game was rolled out in an unmissable 360° campaign that saw a TVC run in 16 markets, 48 influencers deliver millions of digital impressions from a Skills & Grills pitch event at the Munich Football Arena and thousands of exclusive EURO experiences were used in consumer promotions to drive visibility in store. In addition, over 300 variations of social first BBQ hacks using a selection of Hellmann’s, Amora and Calvé products were shared by world renowned footballers to inspire BBQ hosts to enhance their match day BBQs.
With more Unilever Nutrition markets than ever before activating a consistent partnership, the campaign delivered against all pre-determined objectives as the brands saw unprecedented results across sales volume, impact at retail and association with BBQ moments.
