Kicking off this month on Kit Kat, Aero, Rowntrees Fruit Pastilles, Yorkie and other brands, the initiative will get support from a £6.5m media campaign, including new TV ads and appearances by 1966 World Cup team members such as Gordon Banks and Sir Geoff Hurst.
Retailers in England will get packs that sport the image of captain Bobby Moore lifting the trophy and consumers can win a replica 1966 shirt via texting.
Football fans in Scotland, Wales and Northern Ireland can win replica shirts from their own famous teams, and retailers will get standard packs as well as PoS flagging up a web site.
Meanwhile, the company has launched a bitesized Kit Kat called Pop Chocs in France, Italy and Germany. The 140g resealable pouches are aimed at on-the-move nibbling.