Glue will work with Abbott Mead Vickers BBDO and The Marketing Store, both Mars roster agencies, on a £3.7 million integrated campaign.
The work, which will promote the rebranding of Mars as "Believe" for the duration of the World Cup, will include TV, press, radio, outdoor, direct mail, in-store point-of-sale and PR.
Glue will create a website for the campaign, www.marsbelieve. com, which will go live in early May. The site will host a variety of interactive viral content including an application that allows users to "create a fan" by selecting from illustrations of faces, hair, hats and scarves and attaching a real voice to their character.
An online ad campaign is scheduled to support the launch, and the URL will be promoted in all offline executions. The TV work will feature a character called Bill Lever, described by Masterfoods as "a visionary football fan".
Paul Glossop, an account director at glue, said: "The Mars Believe activity exploits the very best of what the web can provide. We are using both proven and innovative online techniques to produce something that captures the excitement of the World Cup and reinforces the optimism that underlies the Believe campaign."
The rebranding of Mars as Believe is an attempt to associate the brand with a sense of optimism about the England team's performance. It is the first time the Mars name has changed in the UK since 1920.
ZenithOptimedia predicts the World Cup could generate more than £570 million in ad revenue. As well as Mars, brands such as Nestle Rowntree have announced major marketing initiatives in the run-up to the tournament.
Nestle will run images of England's 1966 victory on Kit Kat and Yorkie bars.