Helga’s Bakehouse and Sydney sandwich shop channel Charli XCX’s Brat era, via Connecting Plots and a.glo
Bread brand Helga’s Bakehouse teamed up with Sydney-based sandwich eatery, ‘It’s Recess’, to feed the brats with a custom sandwich inspired by Charli XCX’s brat phenomenon, via Connecting Plots and a.glo.
The initiative was prompted by a TikTok video posted by the British pop star where she explained to her millions of followers that the Advertising Standards Authority (ASA) – the advertising regulator for the United Kingdom – “told her off” for using a tour poster that was “promoting bad things”.
As the poster uses a picture of a sandwich bag, it was then updated to include a sandwich within the bag, placing it firmly within the tour’s promotional works.
The food item’s newfound attention was just the inspiration Helga’s Bakehouse was looking for, with the brand wanting to become involved in the ‘bratty’ movement.
“We wanted to create something bratty, but also a little bit wholesome,” explained Ryan Guthrie, marketing manager at Helga’s.
“Something that could bring our brats together for a moment of goodness amidst a big night out.”
Helga’s tapped It’s Recess to host a one-night event on September 6 starring a bespoke “brat club sandwich” and its associated album’s lime green aesthetic. Named after the Brat album’s promotional single Club Classics, the Club Classic[s] sandwich was comprised of three wholemeal slices (from Helga’s) with chicken, pickle juice-brined apple slices, rocket, bacon, oxheart tomatoes, and green mayo, served with a bespoke sandwich bag.
There was also an invitation-only event for media, influencers and content creators to try the sandwich and help spread the word via their own channels.
Creative agency Connecting Plots and g.glo – its influencer and social business arm – worked with food organisation, Goodman Fielder, to bring the bratty sandwich extravaganza to life.
“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,” Christine Fung, chief marketing officer at Goodman Fielder, said.
While the event was a one-night only affair, the mastermind behind the Club Classic[s], Tom Smallwood, put together a tutorial for brats to make the sandwich in their own time.
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
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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