Helga’s Bakehouse and Sydney sandwich shop channel Charli XCX’s Brat era, via Connecting Plots and a.glo

September 13, 2024 9:59

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.

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Matthew Leong

Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.