Charli XCX’s latest album ‘brat,’ has taken the internet by storm since its release last month. With its carefree hyperpop bangers like “365,” and minimalist lime green album cover, it’s become a pop culture sensation, sparking a wave of memes online, and isn’t everyone you know working it out on the remix and breaking out the vintage Von Dutch?
So you know it was only a matter of time before brands hopped on the Brat bandwagon. Kerrygold posted butter-themed memes inspired by the deluxe album cover. OPI is promoting bright nail polish shades in Brat’s signature green. But the newest ad campaign from Field Roast might just take the brat.
The plant-based sausage brand kicked off the campaign with a dynamic social media push, tagging Charli XCX and offering bratwurst coupons. They paid for a massive billboard in Toronto’s Yonge-Dundas Square during Pride Weekend. The display paid homage to Charli XCX’s album with the bright green color and faded, fuzzy text that read “brat wurst” alongside the brand’s smoked apple and sage sausage.
Field Roast doubled down by Brat-ifying their profile picture on their official Instagram account. The brand also posted a photo of a new product label in honor of the album cover—blurry font and all.
“@charli_xcx is this what you meant when you said it’s a brat summer?” wrote Field on Instagram, garnering comments from fans like, “Brat girl summer” and “the crossover we never knew we needed.”
Social media users seemed to agree, and celebrated the ad campaign on X and Reddit, with one user writing, “OH THIS GAGS THE MARKETING TEAM ATE” Another added, “Down for anything Charli XCX-related, and I’m always curious about plant-based options. Field Roast, you might be onto something here….”
The campaign was created with the support of creative and media agency, No Fixed Address. “Big cultural moments like this don’t happen every day,” Jamie Marcovitch, executive creative director at No Fixed Address, said in a statement. “When you see an opportunity where your brand can play a role, you need to act on it. And as far as we’re concerned, brat summer is only just beginning.”
The Brat-wurst ad campaign may not be an official part of the album’s roll out, but it’ll tide us over until Charli drops more remixes. Looks like it really is a Brat summer.
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Photo Credit: Christian Bertrand / Shutterstock.com