Helga's: Helga's Brat Sandwich

Pop superstar Charlie XCX created controversy recently when she used an image of a suggestive baggy for her ‘Brat’ tour poster. To appease the public, she updated the image by placing a sandwich in the bag - much more wholesome right?

To capitalise on the media trend, we launched a partnership with cult sandwich shop Recess, to release the ‘Brat’ sandwich, exclusively available after dark to the party girls of Sydney. The activation gained mainstream media coverage, garnered a host of social commentary and sold out of sandwiches each night.