In a new campaign by Connecting Plots / a.glo, Helga’s Bakehouse has partnered with Sydney sandwich shop ‘It’s Recess’ to show the “brats” they care by giving 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 seemingly 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, ASA, for “promoting bad things”, the singer-songwriter promptly took to TikTok to clarify, immediately adding a sandwich to the updated tour poster.
“We wanted to create something bratty, but also a little bit wholesome,” says Helga’s marketing manager, Ryan Guthrie. “Something that could bring our brats together for a moment of goodness amidst a big night out.”
Named after one of the tracks on Charli’s new album, the Club Classic[s] is a play on the club sandwich. 11 layers are held together by three slices of Helga’s wholemeal bread. Ingredients include crispy bacon, oxheart tomatoes, rocket, chicken, swiss cheese, apple slices brined in pickle juice and a bright brat-green mayo. All served in a custom sandwich bag.
The experience dropped on Friday 6 September where It’s Recess transformed into the brat lime green. For one night only from 10 pm – 1 am, 365 (another Charli XCX song) Club Classic sandwiches were available and free.
The campaign was developed by Goodman Fielder in collaboration with Connecting Plots and their social and influencer business unit, a.glo.
“From our team identifying the opportunity, to having an idea and activation in motion with Connecting Plots just 48 hours later – this just demonstrates the power of a close working relationship between agency and client,” says Goodman Fielder’s CMO, Christine Fung.
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