The campaign has been created by AKQA and features a Peperami Noodles Army, who are dedicated to "making the mundane insane".
A has been created as the heart of the online push. It includes an embedded video, a tour of the army's headquarters and a selection of training videos.
Visitors who "sign up" to join the army get a welcome pack with further video content and details of how to get mobile ringtones and wallpaper featuring the Peperami Animal character. Films on the site will be promoted through viral seeding.
Peperami brand manager Iain Brooksback said: "In this campaign, the manic energy that is synonymous with Peperami is the inspiration for an entire army of lads, to show snackers just how much more exciting new Peperami Noodles are than ordinary noodles."
Richard Hedges, AKQA group account director, added: "Peperami has always innovated online, and this campaign continues that with exclusive film content created specifically for the web."
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