The goal of the campaign, created by agency Ogilvy UK, was to take part in a culturally relevant moment while reminding fans that Hellmann’s is the ultimate condiment to pair with sandwiches.

While the brat summer trend became saturated this year – with brands from Skims to plant-based sausage Field Roast and Vice President Kamala Harris jumping on the bandwagon – Ogilvy spotted a genuine way for Hellmann’s to stand out amid the buzz. 

“Brat has become a marketing playbook for pop stars, brands, and even politicians… but brands with no real allegiance were jumping onto the zeitgeist for clout,” Ogilvy UK global creative directors Alison Steven and Liam Bushby said in a statement.

They added: “But after seeing Charli XCX’s quick-witted TikTok post reimagining the focal point of her U.K. tour poster as a sandwich bag, we naturally identified an opportunity for Hellmann’s to enter the chat, because you can’t have a sandwich without Hellmann’s.”

Charli XCX later shared Hellmann’s stunt on her social channels.

Mayo, but make it fashion

Facing condiment challenger brands like food influencer Molly Baz’s newly launched mayonnaise line, Ayoh, Hellmann’s has lately ramped up a marketing strategy that taps into unexpected cultural moments.  

During London Fashion Week in September, Hellmann’s collaborated with London fashion brand Chopova Lowena to debut a handbag designed to hold a jar of mayonnaise. 

And in August, the Unilever brand partnered with Tennessee Titans quarterback Will Levis – who previously went viral for his joke about putting mayonnaise in his coffee – to launch the first mayo-inspired fragrance, Will Levis No. 8. 

“Tapping into pop culture can be a real winner when your brand has something meaningful to say,” Hellmann’s brand director Martin Bareau said in a statement. “We’re proud to be a 119-year-old mayonnaise brand that can still pull off a guerilla stunt.” 

Hellmann’s will also return to the Super Bowl in 2025, making its fifth consecutive appearance in the Big Game.