Morrisons is launching an exclusive partnership with Panini to offer limited edition sticker packs.

The partnership is a key element in Morrisons’ Feast of Football World Cup campaign, devised and brokered by Billington Cartmell.

The Panini promotion enables Morrisons customers to collect special limited edition sticker packs which contain five stickers, including two bespoke foil stickers featuring one of 24 star players from all over the world.

Morrisons customers will get one free sticker pack, handed out at till, in return for a spend of £20 or more. In addition, they can also pick up an exclusive wall-chart tournament planner, which holds the Morrisons special collection.

The campaign, which will run until the end of May, is supported with through-the-line marketing support including TV, press and online advertising.

The 24 limited edition stickers will feature world players including England stars Steven Gerrard and Rio Ferdinand, and international stars Lionel Messi and Didier Drogba.