We developed campaign creative for Mars Wrigley’s Support Her 2025 activation, connecting KIND and Extra with women’s football and support for Women in Sport.
The brief
The UEFA Women’s EURO 2025 tournament gave the campaign a clear moment in the shopper calendar. Our task was to connect an on-pack promotion with supporting in-store activity, giving shoppers a recognisable campaign and a reason to participate.
The creative
Three England players led the visual approach, placing women’s football at the centre of the campaign. KIND and Extra connected that sporting story with the product choice, while a daily cash-prize mechanic provided a direct invitation to take part. The partnership with Women in Sport linked the campaign to the charity’s work supporting women and girls through sport.
Adapting the experience
We developed retailer-specific participation ideas, including a football score-to-win game for Sainsbury’s. This gave the campaign room to respond to the retail setting while retaining its core message and identity.
What we developed
The creative covered on-pack and in-store communications, with POS and promotional experiences designed to work together. The project brought football, brand, charity and retailer requirements into one shopper campaign.
