Mars is offering consumers the chance to win one of a million exclusive England footballs, designed by members of the national team, in what it is calling its “biggest ever consumer giveaway”.
The balls – available in three different designs – can be won via a simple code mechanic on the inside of promotional wrappers on single bars, Duos and multi-packs. To find out if they’ve won, consumers fill in the code via text or on a special website. Around 21 million items will contain the promotional mechanic, giving consumers a roughly one in 20 chance of winning. All purchasers, be they winners or not, also get the chance to enjoy a free FA/Mars “Just Play” session.
Bep Dhaliwal, trade communications manager for Mars Chocolate UK said that having an FA crest on Mars pacxkaging tended to raise sales by 5%, and that this new promotion, part of Mars’ wider “Winning” campaign, was an ideal opportunity for the impulse and wholesale channels to raise sales during a non-tournament year.
“With a successful six-year history working with the England Football team, we’re proud to continue our partnership with The FA and enter another exciting year for the team, who have won every game so far in their bid to qualify for EURO 2016,” she said. “Our giveaway looks to generate even more opportunities for retailers to capture the attention of customers with excitement in-store and in-depot.
“The partnership sees our flagship Mars Bar unite with the UK’s favourite sport. The end of May and early June sees the culmination of the football season. The Premier League, European competitions and FA Cup all come to their climax, getting the nation gripped with the game. The season finale, two England matches, is expected to draw audiences of six million, making this a great opportunity for the trade to engage with customers.”
As well as PoS and other materials for the retail trade, Mars is also supplying wholesale with shelf barkers, aisle flags, FSDUs and other in-depot material.
The campaign is fronted by England captain Wayne Rooney, alongside team-mates Gary Cahill and Alex Oxlade-Chamberlain (pictured). A separate campaign will be running in Scotland.
Mars will be airing new “Winning” ads for Mars Bar later in the year, as part of a £10m marketing spend on the brand for 2015.