Plant Based Brand Field Roast Answers Charli XCX's Brat Summer Call

Charli XCX dropped her album 'brat' this month and it’s taken over the internet. From the aesthetic to the mentality, Charli has officially declared it a brat summer. The internet wholeheartedly agrees, and so does Field Roast – a trailblazer brand for plant-based meats and cheeses. 

There is no clear-cut definition for Brat summer, only that it has to come with a daring and confident attitude. The rules are there are no rules. So of course, Field Roast had to be a part of it. As a brand that promises to bring the bold, becoming the number one item on the Brat summer BBQ checklist was a no-brainer. 

With the support of creative and media agency No Fixed Address, Field Roast launched a 'bratwurst' post on their Instagram, tagging Charli XCX and declaring themselves a part of the movement by giving away coupons for our products to ensure everyone could partake. And the internet went crazy. 

On Pride weekend, a Bratwurst billboard went up in Yonge and Dundas Square (soon to be Sankofa Square). While people celebrated to the sounds of their pop princess Charli XCX, they were reminded that the best way to have a brat summer is with Field Roast bratwurst sausages. 

Jamie Marcovitch, ECD at No Fixed Address, adds, “Big cultural moments like this don’t happen every day. 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.”