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Charli XCX inspires brat-tastic campaign for Field Roast’s plant-based bratwurst


By Audrey Kemp, LA Reporter

July 2, 2024 | 3 min read

“Girl, it’s not so confusing. It’s a plant-based bratwurst,” says Field Roast, playfully nodding to the hyperpop artist’s latest hit.

field roast OOH billboard

Brat becomes "brat wurst" in Field Roast's OOH campaign / Credit: Field Roast

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.

Field Roast, North America’s leading plant-based brand, seized the “brat summer” trend to showcase its bratwursts with a bold new campaign.

The brand kicked off the campaign with a dynamic social media push, tagging Charli XCX and offering bratwurst coupons.

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“@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.”


The highlight of the campaign came during Pride weekend, with the unveiling of a massive billboard in Yonge-Dundas Square, channeling the album’s vibrant energy. As Charli XCX's music filled the air, the billboard boldly proclaimed Field Roast bratwursts as the essential ingredient for a true brat summer.

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.”

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