Mars is backing its Euro 2008 campaign with a £7m ad spend - double the size of its Believe campaign in 2006.

The two-month Mars Balls Get Britain Playing promotion, first revealed by The Grocer in January, will give away 100,000 footballs. An instant win on-pack promotion offers the shoppers the chance to win 10,000 balls with another 40,000 given away through other activity and 50,000 through trade partnerships.

The giveaway, which will be supported by TV, press, radio, poster and in-store promotions from next month, is running on single and duo Mars bars, Mars multipacks, Mars Planets, ice cream bars and drinks.

The £3.7m Believe campaign was launched in 2006 when Mars changed its on-pack branding to show its support for England's football team in the World Cup.