Hellmanns x Charli XCX

Client: Hellmann's

When Charli XCX’s controversial tour poster was banned for resembling something rather naughty – she insisted it was just a ‘sandwich bag’, inviting fans to bring a sandwich to her tour – we spotted an opportunity to do something iconic. After all, what sandwich is complete without mayo? We rapidly turned around a reactive bit of culture-jacking, taking Hellmann’s Club Classic sandwiches to her gigs – turning a humble sandwich into the year’s most iconic bit of merch.

The campaign generated significant organic buzz and earned media coverage, exceeding all expectations. Charli xcx herself shared a post featuring the sandwich bag, using ‘Club Classics’ as the soundtrack, amplifying the campaign's reach and authenticity.

Global fans, hungry to get their hands on the unique merch, created a sub-reddit asking if anyone was willing to sell. The bags became an overnight collector's item, selling on eBay for 4000 times their original cost.

We tapped Gen Z's passion for collecting and their appreciation for unique, culturally relevant items. The earned campaign reached 2.7 million people and garnered 16.5 million impressions – with 60K comments on TikTok, demonstrating its effectiveness in connecting with Gen Z and strengthening Hellmann's brand relevance within culture.

Internal brand tracking also indicated a positive shift in brand perception among Gen Z, with increased association of Hellmann's being "cool" and "culturally relevant". We don’t measure ‘brat’, yet.