Field Roast Is Back with a Bratty Snack for Charli Fans

Earlier this summer Field Roast was the first brand to hop on the brat train, with a billboard during Pride weekend. People ate it up. With this billboard and this social post, they took the internet by storm, garnering over 6.5 billion impressions and love from a new gen Z audience. As the first brand to do it well, Field Roast was lauded as the best-in-class example for acting on cultural moments, being cited everywhere from Vanity Fair to Charli’s Billboard cover story. Soon after, every brand tried to capitalise on the moment.

The success of the reactive campaign had people asking for more, so Field Roast, with the support of creative and media agency No Fixed Address, has popped up on the North American leg of Charli’s tour to hand out their limited-edition product. With a green brat cart right outside the concert venue, they served up brats – Apple and Sage flavour of course, because IYKYK.

The lines stretched down the block as people enjoyed the bold and delicious flavour of Field Roast.

Jamie Marcovitch, ECD at No Fixed Address said, “It’s more important than ever that brands are listening online. After the success of our billboard, we were ready in the comment section and we heard people loud and clear when they asked for more. What better place to give it to them.”

“This is yet another result of our approach to social. We built a model that allows us to engage online, and respond reactively to our customers’ needs.” added D’Arcy Finley, VP of brands at Maple Leaf Foods. “Field Roast is all about bringing the bold, and what better way than showing up at Charli’s concert to give the people what they want.”