Brat(wurst) Summer

Plant based proteins have been super prominent in the mainstream media for the last few years, but in reality, the category was nosediving. Field Roast needed to find a new audience to stop the decline.

Charli XCX dropped her album “brat”, declared it a “brat summer”, and the internet went wild. A massive billboard in NYC with the word “brat” written in blurred type kicked off the trend.  For Field Roast, it seemed like the perfect opportunity to introduce their bold plant based bratwurst to a younger Gen Z target.

We collabed with Charli…unofficially. With one single billboard and five extra letters, we became synonymous with this year's hottest trend and turned brat summer into brat(wurst) summer. As the first brand to do it, we were a part of the brat phenomenon right as it was taking hold. And because we did it authentically, the Gen Z audience ate it up.