Helga’s gives away ‘Club Classic’ sandwiches via Connecting Plots [Video]

In a new campaign by Connecting Plots / a.glo, Helga’s Bakehouse has partnered with Sydney sandwich shop ‘It’s Recess’ to show the “brats” they care by giving away free late-night ‘Club Classic’ sandwiches.

Since the release of Charli XCX’s studio album, Brat, the brat trend and lime green brat aesthetic has been seemingly everywhere – from TikTok dances, memes and fashion through to an endorsement by the U.S presidential candidate Kamala Harris.

When Charli XCX’s tour poster was banned by the UK’s advertising regulation body, ASA, for “promoting bad things”, the singer-songwriter promptly took to TikTok to clarify, immediately adding a sandwich to the updated tour poster.

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

Named after one of the tracks …