The competition will coincide with the long-awaited summer tournament.

Customers will be encouraged to scan the QR code on the back of The FA partnership packs to instantly find out if they are the winner of a smartwatch or one of 1,000 Weetabix branded footballs. In addition, they will receive instant access to the Weetabix ‘Great Starts Game Plan’ hub. Packed with exclusive content from England’s official male and female nutritionists, the center offers clear added value with every package, including free access to a variety of breakfast recipes and expert lifestyle advice.

Lorraine Rothwell, Brand Manager for Weetabix, said: “Now in the third year of our partnership with the FA, we have seen significant success with our recent football-based activations. Impactful on-pack promotions and marketing initiatives increased sales penetration, offering tangible value to consumers, as well as increasing brand awareness by allowing Weetabix to tap into key cultural moments.

“With England and Scotland taking part in this year’s tournament, it’s going to be a busy summer for football and this campaign gives Weetabix a unique opportunity to put our delicious products on the breakfast table, whether you’re a football fanatic, a fan of the game or looking to keep yourself healthy and his family. In-store activations will also help retailers maximize the huge sales opportunity brought by the summer tournament and elevate the cereal category with customers.

“Importantly, we are proud to be stepping up our player-based support for football, encouraging participation by making football accessible to all, as well as supporting the nation’s healthier lifestyles by partnering with England’s men’s and women’s nutritionists for the ‘Great Starts Game Plan’ hub.”