Snacking brand Pringles has this week unveiled a wonderfully quirky integrated campaign to promote its new, HFSS-compliant multigrain range.

‘Wonderfully Different’ was developed in partnership with creative agency Grey, and will be led by a hero 30-second spot launching across TV, video-on-demand, online video and social media until 15 March.

Featuring three friends and one amazing hamster, the ad positions the new Pringles product as a unique take on an old classic – much like the music-loving rodent.

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“People are increasingly conscious about what they eat but they don’t want to give up on taste which remains the #1 category driver. The new Pringles Multigrain range opens up a new taste dimension and this fun and surprising campaign is sure to spark curiosity and trial,” Kellogg’s UK marketing manager, Elena Mancini said.

Targeting so-called ‘social explorers’, the campaign encourages viewers to find the fun in everyday moments and share it with others. Hamster-sized gig poster were also fly-posted around London and shared on social media to support the spot.

Grey London executive creative director, David Wigglesworth added: ““Our brains love things that are moderately incongruent – new news coupled with the comfort of familiarity. This is what this campaign brings to the table, something unusual and something we know and love.

“Same, yet wonderfully different – just like Pringles Multigrain. And how better to bring this all to life than a keyboard playing, howling hamster. Massive thanks to director Jeff Low & production company Biscuit for making it real.”