Partnering with Sydney sandwich shop It’s Recess to give away free late-night ‘Club Classic’ sandwiches.
Helga’s Bakehouse has partnered with Sydney sandwich shop It’s Recess to give away free late-night ‘Club Classic’ sandwiches.
Since the release of Charli XCX’s studio album, Brat, the brat trend and lime green brat aesthetic has been everywhere from TikTok dances, memes and fashion through to an endorsement by the U.S presidential candidate Kamala Harris.
When Charli XCX’s tour poster was banned by the UK’s advertising regulation body for “promoting bad things”, the singer-songwriter immediately added a sandwich to the updated tour poster.
With the humble sandwich now central to the Brat 2024 Arena Tour’s promotional material, Helga’s wanted to create something bratty, but also a little bit wholesome.
“Something that could bring our brats together for a moment of goodness amidst a big night out," Helga’s marketing manager Ryan Guthrie said.
Helga’s has partnered with It’s Recess in Sydney to develop a “custom brat club sandwich” for one night only.
Named after one of the tracks on the album, the Club Classic is a play on the iconic club sandwich.
Influencers, content creators and media were invited to an exclusive invite-only preview night to taste test the sandwich and create content for their channels to get word to the brats.
The campaign was developed by Goodman Fielder in collaboration with Connecting Plots and their social and influencer business unit, a.glo.
Credits:
Client: Goodman Fielder
CMO: Christine Fung
Marketing Manager - Premium: Ryan Guthrie
Digital Brand Manager: Amay Jain
Creative Agency: Connecting Plots
Chief Creative Officer: David Janson
a.glo Managing Partner: Kent Pearson
Creative Partner: Matt Geersen
Senior Art Director: Jonti Groth
Senior Account Manager: Laura Hamblin
Senior Integrated Producer: Katie Harper
Creative Operations Director: Sarah Miller
