Case Study: Hellmann's taps into Charli XCX's Brat buzz with Ogilvy's Club Classic campaign

Hellmann's taps Charli XCX's Brat tour with Ogilvy in one Birmingham stunt

The customer, Hellmann's, faced the challenge of engaging a younger, culturally-relevant audience in an authentic way. The vendor, Ogilvy, developed an advertising campaign to address this by tapping into a current pop culture moment.

Ogilvy's solution was the "Club Classic" campaign, a timely guerilla marketing stunt that capitalized on a banned concert poster for pop star Charli XCX. The agency distributed free sandwiches in branded bags at her tour stop and amplified the activation with social media content mirroring the artist's aesthetic. This allowed Hellmann's to genuinely participate in the cultural conversation, reminding fans of the brand's essential role in making a great sandwich.

Hellmann's