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Unilever mayonnaise brand Hellmann's hopped on Charli XCX's Brat summer and fall craze with its latest initiative.
In celebration of the artist's show in Birmingham, England, Hellmann's and creative agency Ogilvy UK, released “Club Classic” sandwiches in clear plastic bags that reference both Charli’s song and a banned tour poster.
The clear plastic bags were labeled with "Club Classics Arena Tour" alongside tour dates and Hellmann's logo.
The sandwiches were given away for free to lucky Charli XCX fans outside the stadium waiting to enter the concert.
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"It's a gig at Birmingham arena so it's the same but we're bringing free Hellmann's club classic sandwiches so it's not," the brand writes in its post, donning the iconic font used in the "Brat" album.
Apart from the initiative, Hellmann's also took the "Brat" agenda to the streets, with trucks outside the concert venue flashing screens that wrote: "Club classic sandwiches and they're the same but they have Hellmann's mayo in them so they're not."
Notably, the brand also delivered goods to content creators and influencers to generate hype.
“Tapping into pop culture can be a real winner when your brand has something meaningful to say. We’re proud to be a 119-year-old mayonnaise brand that can still pull off a guerilla stunt," Hellmann’s Brand Director Martin Bareau explained.
By jumping on the Charli XCX train and creating a simple yet effective guerilla marketing campaign, Hellmann's not only captured the hearts of Charli XCX fans and younger audiences but also lets everyone know it doesn't take itself too seriously, reflecting its unique and playful brand identity.
How the Sandwich Bag Became Iconic
Earlier this year, the "360" singer posted a tour poster that showed a clear plastic bag. Audiences were quick to claim that the visuals of the poster were alluding to and promoting drug use, which eventually led to it being taken down.
On TikTok, Charli XCX was quick to clear the air and claimed that the empty plastic bag was actually meant for sandwiches.
"It's obviously a sandwich bag. So, I just made it really obvious and put a sandwich in the bag for the new tour poster," Charli hilariously shared in the video.
@charlixcx duh!
♬ original sound - Charli XCX
Ogilvy UK Global Creative Directors Alison Steven and Liam Bushby also shared their thoughts on the campaign, calling Brat a "marketing playbook" for pop stars, brands, and politicians.
However, they believe that a lot of brands "with no real allegiance" were just jumping onto the trend for clout.
They continued, saying that when they saw Charli XCX's TikTok post, they "naturally identified an opportunity for Hellmann's to enter the chat because you can't have a sandwich without Hellmann's."
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