Helga's Bakehouse has tapped in the cultural Zeitgeist in it's latest campaign, partnering up with Sydney sandwich shop 'It's Recess' to hand out free late-night 'Club Classic' sandwiches to 'brats', matching the signature lime green aesthetic of Charli XCX's studio album of the same name.

The campaign was developed by Helga's parent company Goodman Fielder in collaboration with Connecting Plots and their social and influencer business unit, a.glo.

The event is a nod to Charli XCX's tour poster, which featured an empty zip lock bag, and was banned by the UK’s advertising regulation body, ASA, for “promoting bad things”. The singer-songwriter then added a sandwich to the updated tour poster.

The 'Club Classic' sandwich, named after a track on Charli’s new album, is a play on the iconic club sandwich with 11 layers of ingredients held together by three slices of Helga's wholemeal bread.

It's Recess transformed was into the 'Brat green' aesthetic for one night only on Friday 6 September and a total of 365 'Club Classic' sandwiches were available and free from 10pm - 1am. Influencers, content creators and media were invited to an exclusive preview night to taste test the sandwich and create content for their channels.

Tom Smallwood, the sandwich creator, also developed a tutorial on how to make a Helga’s Club Classic at home for those who missed the event. The campaign was developed by Goodman Fielder in collaboration with Connecting Plots and their social and influencer business unit, a.glo.

“We wanted to create something bratty, but also a little bit wholesome,” said Helga’s Marketing Manager, Ryan Guthrie. “Something that could bring our brats together for a moment of goodness amidst a big night out.”

“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,” said Goodman Fielder’s CMO, Christine Fung.