Lay’s Wavy has challenged the conventional snacking norms by positioning itself as the go-to snack for any time of the day in its latest ‘Any Time is Wavy Time’ campaign.
The campaign, which was brought to life in partnership with creative and influencer agency AndUs, primarily included a digital stunt and an influencer-first activation. Qraft Qommunications handled the PR for the campaign.
The campaign was rolled out entirely through digital and social media channels, including limited-time product drops through C4 and Careem apps; influencer videos such as Instagram Reels and TikTok videos; paid social media amplification; and organic user-generated content (UGC) and fan content.
The stunt was to create three limited-edition versions of Lay’s Wavy packaging, including a ‘ Not Cereal Box’, a ‘Not Cup Noodles’ and a ‘Not Beans’ can as part of the Wavy Temp Drop Shop, which were placed in supermarkets and shared on e-commerce sites.
These packs were treated as collectibles, and aimed to demonstrate the Lay’s Wavy can be eaten at any time of the day.
While the limited edition product drops were available for three days only, the influencer and social content campaign was active over a two-week window to build momentum before, during and after the drop.
The limited drops successfully tapped into hype culture and created urgency – all while staying mobile-first and regionally relevant. All available products in the new packaging were sold out within hours.
The campaign primarily ran across UAE, while the influencer reach extended to audiences in GCC and wider MENA regions.
Aimed at younger generations, which is known to question the rules, the brand created intrigue and drove organic social buzz through the campaign. In order to engage Gen Z and millennial audiences in a subtle yet impactful way, Lay’s Wavy chose culturally resonant storytelling and influencer-led content.
The brand chose these channels because they aligned with the campaign’s goal of creating native, organic-feeling content that resonates with young digital-first audiences.
Influencer content was intentionally subtle, mimicking natural TikTok behaviour to spark curiosity and drive shares without seeming like a traditional ad.
The campaign featured a mix of macro and mid-tier influencers with a combined reach of 5 million followers, including:
- Khaled Al Saleh
- Talia Fawaz
- Karam Sahyouni
- Aaina Pahwa
- Alex Augusti
Their diverse audiences and creative approaches helped boost organic reach, viewer engagement and content relatability, making the campaign more shareable and authentic.
While the insights of the campaign have not yet been reported, the brand has already witnessed remarkable engagement and reach above expectations.
CREDITS:
Campaign name: Any Time is Wavy Time
Client: Lay’s Wavy
Creative and influencer agency: AndUs
PR agency: Qraft Qommunications
