Mars, official supporter of The FA since 2009, is launching a brand new campaign, #Believe, which taps into the excitement ahead of Euro 16 – the biggest football tournament this year.

As fans across the nation gear up to support their team in France, Mars will also be showing its support of the England football team by changing to limited-edition #Believe packaging for its singles, duos, four-packs and nine-packs.

Retailers will be able to bring to life the spirit of the #Believe campaign in store by using a range of pre-filled PoS solutions.

Building momentum in the lead up to the tournament, a media investment of £4.1 million will support the campaign launch. Kicking this off will be a blockbuster #Believe TV campaign, starring three of England’s brightest football stars. The advert, which will be on the air from 15 May, will be supplemented by a significant multi-channel social media campaign.

Wales and Northern Ireland are also qualified to take part in this year’s tournament, and Mars’ #Believe campaign will extend to retailers in these home nations, encouraging them to show their support in store with a range of PoS solutions which feature fan imagery and the nations’ colours.

Although the Scottish team didn’t make it to France, Mars’ is still encouraging retailers and fans to continue to show belief in their team, providing an exclusive overlay for Scottish stores and continuing the campaign presence on-pack. In addition, a competition offers the chance for two lucky people to win a kickabout with a Scottish player, as well as hundreds of other football prizes.

Greg Kent, Mars’ brand manager, says: “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.”

Tel: Mars Chocolate UK  (01753) 550055