The campaign, created by Iris, is due to launch in the new year and follows recent above-the-line activity featuring the children's character, whose 50th birthday was celebrated earlier this year.
The decision to run an on-pack promotion goes against the grain of recent Marmite campaigns, which have tended to focus on online activity.
In September, the brand launched a promotion through a Facebook fan page designed to encourage people to use Marmite as a cooking ingredient. The page invited recipe ideas, with the best printed on-pack. Weekly winners and runners-up prizes included branded kitchenware and limited-edition DVD box sets.
Last year, Marmite reintroduced Paddington Bear to UK screens for an ad in which he switched allegiance from marmalade to the yeast extract. The latest ad features the furry Peruvian at a party giving people Marmite from a squeezy bottle.
Paddington Bear licence owner Chorion recently allowed British Airways to use the character in in-flight fun packs for child passengers.
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