Mars has launched the new #Believe campaign involving the England football team aimed at tapping into the excitement and anticipation ahead of Euro 2016.

The brand has been official supporter of The FA since 2009, and is rallying support for the national team with a digital campaign starring Harry Kane, Jamie Vardy, and the injured Danny Welbeck.

A multi-channel social media campaign has also been launched, with the creation of @marsfootball Twitter and Instagram handles and promotion of the ad on the brand’s Facebook page.

Mars brand manager Greg Kent said that in the campaign, they wanted to channel the excitement of UK audience of the EUROs into the campaign.

“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 #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.”

The chocolate brand first changed its name to “Believe” back in 2006 ahead of the World Cup in Germany. In 2016, they have chosen to combine the limited edition product with a comprehensive digital campaign.

Take a look at the video below.

We’re getting behind @England this summer, will you? #BELIEVEhttps://t.co/1tArOSQg9z

— Mars Bar Football (@marsfootball) May 13, 2016

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