Mars has launched a new campaign, ‘#Believe’ that extends to limited edition packaging in support of the England national football team at this summer’s European Championships in France.
Mars, the official supporter of The FA since 2009, has introduced the #Believe branded Mars chocolate bars across its range of single bars, duos, four packs and nine packs. The campaign will also be supported by a £4.1m media investment that includes a blockbuster TV campaign that will arrive on May 15, staring Premier League and England nation team stars Danny Welbeck, Harry Kane and Leicester City striker Jamie Vardy.
The #Believe campaign will also be supported by an engaging social media campaign. Retailers will be able to capitalise on the campaign in store by using a range of point of sale (POS) solutions ahead of what Mars predicts will be the biggest snacking event of 2016.
Mars Chocolate UK trade communications manager Bep Dhaliwal said: “There are three home nations in the competition this year, and with 73% of viewers likely to buy snacks and drinks before the matches, our new #Believe Mars bar packaging provides retailers with a great opportunity to implement on-shelf activation.”
Mars brand manager Greg Kent said: “Up to 20 million people are set to watch each match in the tournament in France with a potential audience of 15.3 million UK football fans predicted to be on Twitter at any one time during the average Euro 2016 game. Our Mars #Believe campaign recognises the importance of genuine consumer engagement around the tournament matches and this is echoed in each element of our approach - from our limited edition packaging, to our TV creative and digital engagement. We want to encourage collective support for our national team and making a statement on pack is an effective way to ensure this stays top of mind for consumers.”
Wales and Northern Ireland also qualified to take part in this year’s tournament, and the Mars #Believe campaign will extend to retailers in these home nations, with a range of POS solutions which feature fan imagery and the nations’ colours too.
While Scotland did not qualify, Mars is still providing an exclusive overlay for Scottish stores and continuing the campaign presence on-pack while also running a competition offering Scottish fans the chance for two lucky people to win a kickabout with a Scottish International footballer.