We persuaded Masterfoods to rename the Mars Bar “Believe”, so that England fans could show their support by buying the bars. The more bars they bought, the more we would do to show our (and their) support to the team. We created multi-faceted media partnerships with “voices of the nation” The Sun and TalkSport Radio to place Mars at the heart of national excitement and anticipation during the World Cup build up.

Retailers across the land got behind the campaign which gave us a fantastic in-store presence for the renamed bars. Across the course of the campaign, we sold 50% more product than in the same period in previous years, a total of 76m products.