Hellmann’s brilliantly tapped into pop star Charli XCX’s “Brat” tour with its “Club Classic” campaign. When regulators banned her "sandwich bag" poster, Charli urged fans to bring sandwiches to her shows. Hellmann's seized the moment, launching a guerilla stunt at her Birmingham stop, distributing free “Club Classic” sandwiches in Hellmann’s-branded bags mimicking the poster. Amplified on social media with influencers and ads mirroring Charli's aesthetic, this timely, tongue-in-cheek activation allowed Hellmann's to genuinely participate in the “brat” zeitgeist, reminding fans that Hellmann's is essential for any sandwich.
