Hellmann’s, Lynx, Dove, Dove Men+Care, Sure and Radox have brought football fever to shoppers by showcasing the Official EURO trophy at major grocers, as part of their partnership with UEFA EURO 2024™.).
The Henri Delaunay Cup*, the prize that is synonymous with the UEFA European Championship, was proudly presented by Hellmann’s – the Official BBQ Partner for UEFA EURO 2024™ – at Tesco Extra Wembley (26 May) and by Unilever’s Personal Care brands at Sainsbury’s Charlton Riverside Superstore (6 June).
Over 3,000 shoppers were able to have their picture taken alongside the famous trophy across both days, whilst 1,000 Hellmann’s branded bucket hats were given away. Unilever Personal Care also had a front of store ‘wrap’ in the two weeks prior to the event to promote the activity – the first ever by a non-food brand.
The activations are part of Unilever’s Personal Care and Nutrition brand’s multi-million-pound, nationwide in-store investment to celebrate their official partnership with UEFA EURO 2024™ and capitalise on the unique sales opportunity the major football tournament brings. Hellmann’s and Unilever Personal Care brands gave away exclusive tickets for the tournament and cash prizes as part of POS activity.
Chris Barron, General Manager, Personal Care UK&I, Unilever, said: “A big summer of football is upon us, and Hellmann’s, Lynx, Dove, Dove Men+Care, Sure and Radox are matching the excitement levels of the nation with these incredible trophy displays, delivering real ‘stop and stare’ in-store activations like never before.
“The brand partnerships with UEFA EURO 2024™ allow us to connect with our consumers on a different level and we’ve gone above and beyond to bring football fever to life in store and at home. We know that football fans want brands to engage with the positivity of the sport[1], and we’ve certainly delivered this year. From our limited-edition products for Hellmann’s, Radox and Sure, to Hellmann’s “Up Your Game” campaign featuring notable football stars such as Jack Grealish there is plenty for consumers to get excited about and get involved in.”
Outside of in-store activations, football fans also had the opportunity to snap a picture alongside the Henri Delaunay Cup at an interactive Unilever Personal Care pop-up at London Kings Cross station.
*The cup is an exact replica of the Official Euro trophy, made of sterling silver and worth over €7,000.
[1] Footballco x Euro 2024 December 2023 – 10 minute online survey with 3,044 football fans from across 10 markets (n=300+ per market) in Oct-Nov 2023
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