Following a thrilling EURO 2024 tournament that saw England make it to its second consecutive final, food and drink brands were bustling with a flurry of campaigns aiming to capitalise on the excitement. We witnessed the good, the bad, and the ugly, so here we bring you the standout ads and activations from the tournament, as well as the ones that stumbled at the last hurdle… much like Engla- well, let’s not go there!
HIT: IRN-BRU – Mannschaft
Despite Scotland not making it out of the group stage, the nation’s favourite soft drink, IRN-BRU, emerged as a clear winner in the off-pitch battle for share of voice. Never one to shy away from turning heads, they kick off proceedings here to a great start with their ‘Mannschaft’ ad.
Playing on the German word for ‘team’, the ad humorously celebrated Scotland’s newfound optimism with a rousing motivational speech, plenty of innuendos, and, of course, Braveheart references.
Marketing experts praised the ad for its clever cultural references and the way it resonated with both Scottish pride and the broader European audience. The playful tone and memorable catchphrases ensured high engagement on social media, making it an instant hit.
MISS: Hellman’s x Jack Grealish
On the flip side, we have a campaign from Hellman’s Mayonnaise that’s left their marketing team with egg on their face. The brand found itself in an awkward situation when the face of their campaign, Manchester City star Jack Grealish, failed to make England’s final squad and wouldn’t be travelling to Germany to compete in the tournament. To make matters worse, fans were quick to point out the irony of the slogan, which reads “Up your game.” F*cking Hellmann…
Credit: Hellman’s Mayonnaise
Industry analysts noted that Hellmann’s blunder highlighted the risks of tying campaigns too closely to individual athletes’ performances. The lack of a contingency plan exacerbated the issue, resulting in a campaign that felt out of touch with current events.
Nevertheless, this isn’t the first instance of brands backing the wrong horse, and there is always an element of luck involved with athlete endorsement. Further afield, Brits were also being marketed Google Pixel phones by Marcus Rashford, Marks & Spencer products by Ben Chilwell, and EE mobile and broadband services by Harry Maguire — none of whom made it on the plane.
HIT: Bitburger – A Bitte makes everything possible
As the official beer of the tournament, Bitburger could have faced disaster with the German national team’s surprise early exit. However, the brand cleverly pivoted to highlight German hospitality with their ‘A Bitte makes everything possible’ ad.
The ad, which greets tourists from Europe with a warm “Bitte” (Please), mimics the style of a news report to showcase the reactions of international guests. playfully suggesting that Bitburger might be the true reason they came to the tournament.
Large-scale outside-the-home motifs were also installed by Bitburger at heavy footfall locations in the heart of European cities. They extend an invitation to the locals to stop by for a Bitburger in Germany at locations like Leicester Square in London, Beaubourg in Paris, and Gran Via in Madrid.
Credit: Serviceplan Germany
This ad was lauded for its adaptive strategy, turning a potential setback into an opportunity to promote Germany’s welcoming culture. The campaign’s relatable and humorous approach resonated well with viewers, enhancing brand perception.
MISS: Coca-Cola – #TheRitualCup
Despite its long-standing association with football, Coca-Cola’s EURO 2024 was criticised for lacking inspiration. Centered around the frankly overdone concept of fan rituals, the brand’s ‘Fingers’ ad depicts a woman crossing her fingers in response to a penalty, and then two other hands appear on her fingertips and cross as well.
Whilst visually engaging, this campaign suffered from trying too hard to be quirky without a strong message. The reliance on an overused concept and lack of an emotional connection resulted in a campaign that failed to resonate with its audience. YouTube user @sinodnol expressed his disdain, echoing the sentiment of many who found the ad lacking in substance and originality.
Want to find out ways your food and drink brand can capitalise on key sporting events? Get in touch now at hello@hatch.group.
