Wasserman and Hellmann’s Light Up UEFA Women’s EURO 2025™ with new “Be A BBQ Gamechanger” campaign

LONDON, Tuesday July 1, 2025 – 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.” The campaign aims to rally fans to step up and make a difference – both on and off the pitch – by turning everyday BBQs into mouthwatering matchday moments.

Crafted by Wasserman’s creative team, led by Executive Creative Director Alex Kemp, the campaign draws on a powerful 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 evolution celebrates a broader ambition: to embed Hellmann’s in the cultural conversation where food and football meet.

The campaign brings together an all-star line-up from across Europe, featuring celebrated football stars such as Germany’s Jule Brand, Austria’s Manuela Zinsberger, England’s Alessia Russo, and Spain’s Alexia Putellas ; along with the most capped national player for the Czech Republic, Petr Cech, and renowned Greek Chef Akis Petrezikis.

England star and Hellmann’s ambassador Alessia Russo, represented by Wasserman, commented:“The biggest moments in football happen when someone steps up and changes the game. That’s how we became champions in 2022 – and it’s the same spirit we want to inspire this summer. Whether on the pitch or at a BBQ, Hellmann’s is here to help fans be gamechangers in their own way.”

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 much-anticipated “Be A BBQ Gamechanger” TV campaign will hit UK screens from 1st July, with a wider European rollout following in early July. The campaign will air throughout the summer season.

Fans are invited to follow @hellmannsuk on social media for exclusive BBQ content, giveaways, and matchday surprises and #BeABBQGamechanger with Hellmann’s this summer. For further information on Unilever’s UEFA Women’s Euro 2025™ campaign please contact: johnny.durrant@teamwass.com

About Wasserman

Wasserman operates at the epicenter of sports, music, entertainment and culture, serving talent, brands and properties on a global scale. Our brands and properties division works with iconic brands and rights holders, supporting business growth through all marketing disciplines. We’re a trusted partner to every major league, team and venue, building meaningful connections between brands, properties and fans.

Headquartered in Los Angeles, Wasserman’s presence spans 28 countries and more than 70 cities, including New York, London, Abu Dhabi, Amsterdam, Hong Kong, Madrid, Mexico City, Toronto, Paris and Sydney. For more information, please visit www.teamwass.com.