HOW HELGA'S BROUGHT A TASTE OF WHOLESOME TO THE BRATS.

Helga's Bakehouse is well known in Aussie households but lacks relevance with GenZ. So when Charli XCX’s Brat album tour poster was banned for “promoting bad things” and she updated it by adding a sandwich. We saw an opportunity. So we created a limited edition, sandwich for hungry Brats. Because while Brat is about embracing the fun and chaos of youth, a little touch of wholesomeness to remind you of home never goes astray. Especially when you’re hitting the clubs.

We partnered with cult sandwich shop It’s Recess for 11 layers of pure bratty chaos held together by three slices of deliciously soft Helga's Wholemeal.

Influencers, content creators and media were invited to an exclusive preview night to create content & get word to the brats.

The experience dropped on Friday 6 September where It’s Recess transformed into the iconic brat lime green. For one night only 10pm - 1am the sandwich was available and free. You just had to turn up.

And if you missed it, sandwich creator, Tom Smallwood created a tutorial on how to make a Helga’s Club Classic at home.