Hellmann’s unveil latest integrated campaign - 'Be A BBQ Gamechanger'

Unilever-owned Hellmann’s has unveiled its latest integrated campaign - 'Be A BBQ Gamechanger' - created by Wasserman, as part of its global UEFA Women’s EURO 2025™ platform 'Be a Gamechanger'.  Crafted by Wasserman’s creative team, led by Executive Creative Director Alex Kemp, the campaign draws on a cultural insight: the growing influence of women’s football and the role food plays in bringing communities together around sport. Launching across more than 15 markets this summer, the campaign connects the rise of the women fanbase with the cultural ritual of summer BBQs - two powerful cultural forces converging at a peak moment in the calendar.

Following the success of last year’s UEFA EURO 2024™ campaign - which inspired millions to 'Up Your BBQ Game - this campaign celebrates a broader ambition: to embed Hellmann’s in the cultural conversation where food and football meet.

Group VP, Creative & Content, Johnny Durrant at Wasserman, added: “This campaign is about creating culturally resonant moments where brand, sport, and food intersect. As we approach UEFA Women’s EURO 2025™, we’re proud to deliver an end-to-end campaign across TV, digital, in-store, and experiential, helping Hellmann’s play a distinctive role in one of the biggest cultural events of the summer.”

Senior Marketing Manager, Rachel Chambers at Hellmann’s EU, added: “Football and food unite people like few things can. We’re proud to continue our journey with UEFA as the Official BBQ Partner of UEFA Women’s EURO 2025™. This campaign puts Hellmann’s at the heart of the action, inspiring fans to come together through great food and great football.”

The  'Be A BBQ Gamechanger' TV campaign hit UK screens on July, with a wider European rollout following in early July. The campaign will air throughout the summer season.