The 'Every Shirt Tells a Story' campaign, by VCCP Blue & WPA, has been timed to coincide with the last few games of the 2010/11 season, and the play-off tournaments contested between teams competing for promotion.
Fans from clubs across the country are being invited to tell anecdotes behind why they favour certain replica shirts. The most entertaining will be featured in TV ads to launch on 12 May.
Six 'Face of the Finals' winners will also appear on giant posters at Wembley and Old Trafford football stadiums. Print, radio and experiential marketing will push to Npower's dedicated microsite, .
The campaign pushes Npower's Football Saver tariff, which offers customers a £45 voucher to spend in their local Football League club shop.
Kevin Peake, marketing director at Npower, said: "When fans sign up to this tariff, they receive a £45 voucher to spend in their club shop. So the fans can start their own shirt story by getting next season's shirt, and the club benefits from receiving the voucher."
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