• by Fern Siegel , February 20, 2023

Pringles launched a new campaign for its new Pringles Multigrain range.

The creative is by Grey London.

The spot shows three friends sharing the new Pringles Multigrain chips and comparing their "wonderfully different" qualities to a hamster at a keyboard. 

The London-based work is seen out-of-home, social media and TV through March 15.

Elena Mancini, marketing Manager, Kellogg’s EU, said: “People are increasingly conscious about what they eat, but they don’t want to give up on taste which remains the No. 1 category driver.”

David Wigglesworth, executive creative director, Grey London, 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.”

The product is billed as non-HFSS (not high in fat, salt or sugar).

The campaign is follow-up to the #MultiGRAINnotMultiGRAN OOH/social campaign in 2022.