The activity represents a 70% increase in marketing spend compared with its 2010 World Cup campaign, the confectioner claims.
Mars says previous England supporter activity has led to a spike in sales, particularly those featuring the FA crest, which sold 5.4% more than standard bars when they were available.
Mars’ long-running strapline “Work Rest Play” will be extended to “Work Rest Play Your Part” in a bid to encourage fans to get behind the national team at the 2012 tournament.
Other activity will include an on-pack promotion that will see 100,000 fans winning official special edition shirts, a TV ad and a digital campaign.
Brand ambassador, Arsenal’s Theo Walcott will appear in all of the campaign’s visuals, alongside team mate Jack Wilshire and other players from the England squad including Ashley Young and Steven Gerrard.
Mars has been the official supporter to the England team since 2009, after it signed a five-year partnership with the FA. The brand has been an official supplier to the national team since 2006.