Club Classic

Strategy

The strategy was simple: feed the fans and fuel the fandom. Gen Z thrives on cultural in-jokes, ironic merch and experiences made just for them. The ‘sandwich bag’ moment was already a fan-driven conversation. Rather than interrupt that discussion with another ‘Brat Green’ ad, Hellmann’s decided to claim it, and turn it into a real-life event.

Creativity

The creative idea was pure internet-culture mischief: take the banned sandwich bag poster and make it real and edible. The team designed limited-edition ‘Club Classic’ sandwich bags crafted to be almost identical to the one from Charli xcx’s poster. Each bag contained a freshly made Hellmann’s Club Classic sandwich - a tongue-in-cheek tribute to her track of the same name.

The execution was guerrilla in spirit and fast in delivery. In just five days, it went from idea to production and into fans’ hands. The bags were produced in limited numbers, making them instant collectors’ items, with fans selling them on for a hefty price on resale platforms like Ebay.

To build anticipation, the brand deployed mobile ad vans to circle the venue, teasing its presence. As fans queued for hours outside, street teams appeared with the bags: no sales pitch, no flyers, just a culturally relevant gift for those in the know.

Results

TikTok lit up with reactions and sandwich selfies. The moment peaked when Charli xcx posted the bag organically to her seven million-plus followers, soundtracked by ‘Club Classics’. The creative didn't feel like advertising, it felt like fan culture.

Reach and engagement: 2.7 million organic reach; 16.5 million impressions (11.4 million views); 60,000 TikTok engagements.

Club Classic bags sold on Ebay for 4,000x their original value. Fans dubbed the stunt ‘the most iconic tour merch of the summer’. There was significant uplift in Gen Z brand perception, with ‘cool’ and ‘culturally relevant’ associations increasing in post-campaign tracking.