Kellanova is helping independent retailers get match-fit for the summer football season with a major new competition across Pringles and Cheez-It – offering retailers the chance to win up to £25,000 – the biggest cash trade prize the brand has ever run.
Running across June and July, the promotion has been designed to support retailers during one of the biggest footfall and sales-driving moments in the snacking calendar. Football is already the second biggest trading period for Pringles after Christmas, and with a major summer of sport ahead, Kellanova is encouraging stores to build a fixture that caters to all matchday missions.
Under the mechanic, retailers who buy large sharing formats: Pringles 165g PMP and Cheez-It 120g PMP will be entered for the chance to win up to £10,000. Those who also stock the single-serve line-up: Pringles 70g PMP and Cheez-It 65g PMP taking their total to four qualifying SKUs, will be entered for the chance to win up to £25,000.
With shoppers set to gather around the football this summer, the promotion gives retailers a timely reason to sharpen their savoury snacking range ahead of a key trading window. Kellanova data shows 79% of fans intend to watch England games at home, creating a clear opportunity to capture shoppers building a night-in basket, topping up before kick-off or adding an impulse snack to a wider shop.
Pringles has a proven track record in turning football occasions into sales, having delivered £49.1million RSV during the Euros tournament, reached 6million buyers and become the number one large sharing crisps brand during the period, while also contributing 30% of total sharing category growth. This year, Kellanova is adding Cheez-It to the fixture to help retailers bring fresh attention to savoury snacking, pairing an established football favourite with a brand that gives shoppers a new reason to engage with the category.
Adam Goonajee, activation brand manager at Kellanova, said: “Football is one of the biggest moments in the year for retailers to drive savoury snacking sales, and we want this promotion to feel genuinely worth backing. A £25,000 top prize is a serious incentive, particularly for independent retailers, and it reflects the scale of the opportunity we see across Pringles and Cheez-It this summer.
“By backing both brands across sharing and single-serve, retailers can give themselves the best chance of capturing the summer snacking opportunity – and winning a cash prize that could make a real difference to their business.”
