Football fans can warm up with free samples of Bovril as well as the chance to get hold of one of 100 limited-edition jars designed in the colours of Burton FC -- yellow and black.
It is the first time that Bovril has altered its design since it was invented in the 1870s. Bovril has also produced an eight-foot high inflatable replica of the original red and black jar that will be used on the pitch during the half-time entertainment.
Bovril has made connections with football in the past with Chelsea and England talent Jimmy Greaves becoming the face of Bovril, claiming that he "wouldn't be without it".
Greaves went on to play for AC Milan and Tottenham and scored 44 goals in 57 appearances for England.
By 1994 enough Bovril was sold to make over 90m mugs of hot drink, which the brand claims is "enough for every person attending a football League Match to have one at the beginning, one at half-time, one at the end and another cup when they got home".
Unilever acquired Bovril in 2000 and created a vegetarian recipe as an alternative to the beef-based formula.
In July 2005 Nigel Clough's Burton Albion club took residence at its new Pirelli Stadium, near the team's previous home of Eton Park where they played for 47 years.
The sampling campaign and PR has been developed through London-based Cake Media.
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