Hellmann’s advertising campaign in tatters after Jack Grealish is dropped from Euros squad

It was banking on Jack Grealish to help it sell thousands of bottles of its sauces during the European Championship.

Now, Hellmann’s is among those left reeling by his omission from England’s Euro 2024 squad.

The mayonnaise giant had made Grealish the face of its official partnership with this summer’s tournament and its ‘Up Your Game’ campaign, even creating a burger in his honour.

On Thursday, when the Manchester City star’s axing from what had been a 33-strong provisional squad was announced, Hellmann’s was still uploading content to its official Instagram page plugging the so-called ‘Grealish Burger’.

The former Aston Villa’s midfielder’s omission prompted responses to the post that included: “Best eaten at home, like Grealish.”

Users of X also drew attention to Grealish being named a Hellmann’s ambassador.

One joked: “Hey @‌Hellmanns, you might need to re-think your Euro 2024 marketing campaign…”

Another added: “Apparently when Grealish was told he wasn’t in the squad he just quietly muttered ‘But what about those ads I’m in for Hellmann’s?’.”

Speaking in April upon the release of the recipe, which includes bacon, cheese, jalapeños and mayonnaise, Grealish had said: “When we come together as England we feel a real togetherness as a squad to represent our country.

“We feel this same connection with friends and family over the summer period when enjoying a good BBQ back at home. That’s why it’s great to be partnering with Hellmann’s this summer, so fire up your BBQ and give the Grealish Burger a try!”

He also shared a video on his Instagram of himself with ITV and TNT Sports presenter Laura Woods, describing his ideal burger in a sponsored post for the company.

As revealed by Telegraph Sport, England’s players were left in shock by Grealish’s omission from Gareth Southgate’s Euro 2024 squad.

The parent company of Hellmann’s, Unilever, has been approached for comment.