With an estimated £1.4bn spent on snacking at Rio 2014, the 2018 FIFA World Cup represented the biggest quadrennial opportunity for Mars to activate its England team partnership. And so The Sweetstake was born – a campaign that tapped into a key cultural insight around UK consumer engagement with major football tournaments to create the first national, real-time, multi-event sweepstake in support of England at the World Cup in Russia. With the ability to engage with football fans and neutrals alike, Mars Wrigley was able to push the boundaries of its sponsorship to create a cross-category promotion that resonated with all key target audiences, delivering best-inclass business results.
