HELLMANN'S x CHARLI XCX
It was June 2024, and the Internet was in the depths of “Brat Summer”.
BUT the A.S.A. (Advertising Standards Authority) dared to ban (Grammy-nominated) Charli XCX’s UK tour poster for “promoting bad things”.
Her response? “It’s obviously a sandwich baggie.” So to clear up any confusion, Charli added a sandwich to the new tour poster, and called for fans on a TikTok video (9.6 million views) to “bring your sandwiches to the UK BRAT tour”. And when an internet mother tells you to do something you do it.
As the authority on sandwiches, we saw the perfect opportunity for Hellmann's to step in. On the night of Charli’s Birmingham gig, we brought her UK poster to life, and filled sandwich baggies with 'Club Classic' sandwiches to hand out to hungry queuing fans.
Not only did Charli’s angels love the stunt but Reddit, TikTok, Instagram, and even Charli herself declared it a smash hit.
The bags have since popped up on eBay and Vinted as fans attempt to get their hands on the now limited edition baggies.
In a year overly saturated with Brat-green content, we chose to stay culturally relevant and give Charli fans (and sammie fans) a true brat moment. Not bad for a 119-year-old mayonnaise brand.
AD: Mackenzie Gire
CW: Sara McAlpine
Agency: Ogilvy
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