Kellanova has launched a new festive trade campaign offering one independent retailer the chance to win £10,000 in cash.

Running for eight weeks from 31 October, the Deck the Shelves competition is open to UK and Northern Irish symbols and independent retailers who stock price-marked packs (PMPs) of Pringles and Cheez-It in both sharing and single formats.

To enter retailers need to purchase a qualifying PMP case, scan the QR code in the depot or visit the campaign microsite to upload proof of purchase.

The food manufacturer, which portfolio includes Pringles and Cheez-its, says one winner will be drawn at random at the end of the promotional period.

Alongside the retailer incentive, Kellanova, is also launching a consumer-facing activation, with on-pack QR codes giving shoppers the chance to win £100 Prezzee gift cards instantly.

The company is supplying hundreds of point-of-sale kits to help stores create festive theatre in-aisle, including slim FSDUs, posters and shelf cards.

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Kellanova said the campaign aims to reward independent retailers while driving incremental sales during the key Christmas snacking period.

Last December, one in three UK households purchased Pringles, equating to more than 25 million packs sold, nearly 11 every second, while since its UK launch last year, Cheez-It has generated £24m in sales.

Kellanova head of salty snacks Rebecca Worthington said the promotion was a way to recognise retailers’ efforts over the busy festive season.

“This Christmas, we want to give back to hardworking retailers who keep their shelves stocked and their communities smiling. It’s also a great opportunity to boost snack sales at a crucial time of year – and maybe start 2026 with an extra £10,000.”