Things we saved this week: 20 December 2024

Welcome to Things We Saved This Week—a curated collection of quirky, clever, and wonderfully insightful finds that sparked something in us, and we hope they’ll do the same for you. 

Rimmel London and a British fish and chip shop form an unlikely partnership, Hellmann’s Mayo crashes a Charli XCX concert, brands hop on the “celebrity lookalike” trend and social platforms release another raft of changes… Let’s jump in. 

The world of social media is currently obsessed with the “Chip Shop Diva”, a British fish and chip shop employee with a high glam look and a perpetually unphased attitude. Recognising the potential of this viral moment, Rimmel London has joined forces, creating a campaign consisting of a series of social media videos in the trending style as well as billboard advertisements featuring the iconic “Chip Shop Diva.” 

What do Charli XCX and Hellmann’s mayo have in common? They both love a “Club Classic”. Hellmann’s having recognised this connection, surprised fans queuing at one of Charli XCX’s tour stops, with free ‘club classic’ sandwiches as part of a guerilla marketing campaign. The campaign also featured a digital out-of-home takeover at the arena, with tongue-in-cheek messaging merging Charli XCX lyrics with sandwich tropes. 

With celebrity lookalike contests gaining popularity in cities worldwide (Timothee Chalamet, Zendaya, Jeremy Allen White among others…) brands are seizing this cultural trend by launching their own lookalike competitions— a prime example of reactive marketing. 

Social media’s influence on language and culture in 2024 is undeniable, with demure being named the 2024 word of the year following its meteoric rise to fame, after TikTok influencer Jools Lebron used it in an August post that went viral.

Check out our previous editions from the archive:

• Things we saved this week – 29 November