UBUK is hoping to harness World Cup fever to boost sales of its snack squad McVitie's Jaffa Cakes, McCoy's and KP Nuts.
It is running two strands of activity, one focusing solely on Jaffa Cakes, the other on the hat trick of brands - the first time the company has run a promotion spanning both its sweet and savoury snacks.
Jaffa Cakes' TV and poster ad campaign will form part of the brand's 2006 £3.5m investment and will push its signing as the 'official energy snack of the England football team'. The England crest will appear on two million packs of Jaffa Cakes boxes from next month.
The 'Unbelievably Delicious' campaign also aims to reinforce the brand's positioning as having only 1% fat.
The other activity is a £1m marketing promotion fronted by former footballer turned TV presenter Ian Wright and called 'Are you Wright up for it?'.
Kicking off in the run up to the World Cup, the promotion will run across the snacking trio, appearing on 70 million packs. Consumers will get the chance to win trips to Germany to meet Wright, or one of 100,000 megaphones. There will also be a limited-edition Jaffa variety pack containing a 150g pack of each of Original, Blackcurrant and Lemon & Lime.
James Mayer, grocery trading director, said: "Football is going to have massive awareness this summer. And Wright's personality and association with sport is a perfect fit."