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Hellmann’s is so brat.
As brat summer turned into brat fall – with the pop star who inspired a thousand memes, Charli XCX, taking her Brat arena tour to the U.K. – Hellmann’s became the latest brand to jump on one of the biggest social media trends of the year.
Unilever’s mayonnaise brand pulled off a guerilla stunt at Charli XCX’s tour stop in Birmingham, England, paying homage to the singer-songwriter’s banned tour poster featuring a clear plastic bag.
After some claimed a link between the imagery and drug use, the singer revealed in May that U.K. advertising regulators had banned the tour poster because the picture of the small transparent sachet “promoted bad things.”
She spoke out about the ban in a TikTok video that has since amassed more than 9.6 million views, countering that it was “obviously a sandwich bag” and adding the food item into the poster’s imagery, while urging fans to bring their own sandwiches to her shows.
On Friday (Nov. 29), Hellmann’s joined the conversation by offering free “Club Classic” sandwiches – named after one of the tracks on the Grammy-nominated Brat album – to Charli XCX fans lining up outside Birmingham’s Bp Pulse Live arena.
The sandwiches came in Hellmann’s branded plastic bags that listed the pop star’s U.K. tour dates.
The brand also sent the bags to influencers and ran ads outside the Birmingham venue that mirrored the album’s lo-fi pixelated visual identity and deadpan language. The tongue-in-cheek headline read: “Club Classic sandwiches and they’re the same but they have Hellmann’s mayo in them so they’re not.”
