Mars Wrigley has unveiled its new “Off Your Game” football campaign for its Snickers brand, following the success of last year’s “Own Goal” campaign. To drive mass appeal and relevance with the football audience, the brand has enlisted the help of a star-powered talent line-up featuring legendary coach José Mourinho, double Ballon d’Or Feminin winner Aitana Bonmatí and England & Arsenal star Bukayo Saka.
The 2025 campaign will be activated across all Mars Wrigley bar brands (including Snickers, Mars, Twix and Bounty), offering retailers significant opportunities to drive impulse purchases and category growth.
The campaign taps into the insight that hungry football fans make mistakes and positions Snickers as the solution when fans are “Off their Game” – whether that’s leaving a match before a last-minute tournament winner or an unwashed shirt on match day.
Running until 30 June, the campaign offers consumers the chance to win once-in-a-lifetime football experiences, including skills sessions with either Mourinho, Bonmatí or Saka, alongside JD Sports vouchers worth £100 and £1 coupons to purchase a bar of chocolate. It is also backed by £1.5m media investment, which spans social media & OOH advertising, in-store POS, and influencer activations.
“We all have our off days, mixing up names, sending that awkward message, or totally missing the obvious,” said Steve Waters, Snickers Senior Brand Manager. “With this campaign, we’re spotlighting those moments in a fun, honest way that really connects with people, while positioning Snickers as the solution to help get back on track.
“Football is a passionate and growing community in the UK, and we know that the confectionery category experiences a 20 per cent uplift during major tournament with 75 per cent of sports fans snacking whilst watching game. This presents a great opportunity for retailers to drive profits. Our new campaign is designed to resonate across generations and platforms, while offering retailers an exciting opportunity to activate in store and online to drive sales.”
The campaign is now live across grocery, convenience, and forecourt retailers.
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