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posted on Jul. 22, 2025 at 9:30 amJul 23, 2025

Lay’s Wavy questions ‘snack rules’ with ‘Any Time is Wavy Time’ campaign

posted on Jul. 22, 2025 at 9:30 amJul 23, 2025

The campaign was rolled out entirely through digital and social media channels, including limited-time product drops through C4 and Careem apps; influencer videos; paid social amplification; and organic UGC and fan content.

Lay's Wavy

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

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Tags:‿ and us Advertising And Us AndUs Any Time is Wavy Time C4 Campaign careem fan content Inﬂuencer marketing influencer videos Instagram Reels Lay's Lay's Wavy marketing organic content paid social media product drops Qraft Qommunications snacking TikTok videos user generated content

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.