07 June 2024 , 09:48
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Condiments giant Hellmann's has been left with egg mayonnaise on its face after partnering with Euro 2024 ahead of the tournament kicking off later this month.
Famous for its mayo in particular, the brand is the "Official BBQ Partner" of the Championships, which are being held in Germany. What seemed like a great a great idea for a promotional campaign at the time has proven otherwise for the firm - following England boss Gareth Southgate's squad announcement on Thursday.
Manchester City star Jack Grealish was arguably the biggest name to miss out - and its his face being used to promote Hellmann's throughout the summer. A promotional snap of Grealish appearing all smiles and dressed in England white whilst holding a bottle of mayo has resulted in ridicule on X (formerly Twitter).
"Awful day to be the Official BBQ Partner of UEFA Euro 2024," joked an X user who shared the promotional material, which featured the slogan, "Up your game".
Others couldn't help but poke fun at the situation, with another person quipping: "Can't imagine how he [Grealish] must be feeling being cut. Must be Hell, man..." A second added: "Maybe not. This is actually a realistic interpretation of what Jack will be doing this summer."
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A third penned: "Considering Grealish ain’t gonna be doing much else this summer it’s actually pretty perfect." And a footy fan cursed: "If Grealish upped his game he’d be in the squad. Pep [Guardiola] has ruined him, coached his quality out of him. Just an ok player now."
Some people had advice for Hellmann's, meanwhile, suggesting what the company could do to make light of it all. "If they don’t turn into the steer and have adverts of JG sat in his garden with the BBQ on and a slogan that says something like 'However you’re enjoying the Euros, do it with Hellmann's' [it's a] trick missed IMO," one X user said.
And a second said: "They've got to surely do a new advert of a BBQ getting rained off. Leaving money on the table for that."