After a record-breaking few years for women’s sport in the UK, Mars Wrigley wanted to continue building momentum. The brief? Create an in-store campaign that supported women’s football in a meaningful way during UEFA Women’s EURO 2025.
To do this, Mars Wrigley brought together their biggest players across their portfolio – Extra, KIND and confectionery brands such as Maltesers, Snickers, m&ms and Galaxy, to create a nationwide promotion with purpose at its heart.
Shoppers are given the chance to win a daily £1,000 cash prize over 77-days. Plus the campaign helped shine a light on Women in Sport; a charity committed to improving access and opportunities for women and girls.
Lime managed the campaign delivery from start to finish. We took care of the terms and conditions, prize mechanic and fulfilment, and worked directly with Women in Sport to bring the partnership to life. As art of the campaign Mars Wrigley donated £20,000 to support their work across the UK.
The promotion was tailored to feel relevant wherever it landed. From a score-to-win game in Sainsbury’s to striking in-store displays across retailers, the campaign made sure women’s football stayed firmly in the spotlight.
Importantly, it also built on the SupportHer platform, first launched in 2023, to keep driving meaningful change through sport, not just on the pitch, but in stores and UK communities too.
