Official snack supplier to the England team, Mars is getting behind Euro 2012 with a £4.3m on-pack promotion where consumers can win one of 100,000 special edition England shirts. Promotional packs are available to stock from next month and TV ads will hit screens on April 15. In England, Mars Bars will feature an FA crest with the three lions displayed on-pack, with ‘Made in Slough’, and a Union Jack displayed on the back of pack. “We see a 5.4% sales increase in FA-flashed Mars brands,” says trade communications manager Bep Dhaliwal.

The firm is re-jigging its famous tagline, to read ‘Work, Rest, Play your part’ to encourage consumers to support their team.

In Scotland, Mars will be running another on-pack promotion where consumers can win £25 vouchers to spend at Sports Direct.

The activity represents a 70% increase on spend compared to the Mars 2010 World Cup campaign.

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