People were eating it up and Field Roast, the bold purveyor of vegan meats wanted them eating their sausages too. So in a declining category, we set out to reach a new audience by making our product an essential part of brat summer.

The idea We collabed with Charli…unofficially. With one single social post 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 became a part of the brat phenomena right as it was taking hold.

First, we posted our limited edition packaging on our Instagram, tagging Charli XCX. The love came pouring in so within 48 hours we had it up on a billboard on Pride weekend, creating a new viral moment to keep the momentum going.

Located in the heart of the celebrations where we knew Charli fans would be, we made it known that the best way to have a brat summer is with Field Roast brat(wurst) sausages.

Our cheeky social post infiltrated stan culture and it took the internet by storm.From being mentioned by the well-known chef and father of fermentation David Zilber to Vanity Fair to a feature in Charli’s very own Billboard cover article, Field Roast was everywhere.

When other brands started to hop on the Brat train, we were lauded as the best-in-class example.

Field Roast was ready in the comment section, talking to people who were talking about us. When they asked for more, we gave it to them, DMing coupons to anyone looking to have a brat(wurst) summer with our product.

The results The internet went crazy. Anytime people were talking about brat, they were also talking about Field Roast. Our packaging went viral overnight, introducing Field Roast to an entirely new demographic, and gaining cred with the most notoriously hard to impress audience- Gen Z. All for $5k.

One social post turned into one billboard, which took the internet by storm and this little vegan meat company became “your favorite reference baby”. The results prove it.

Double the organic social engagement With +182% increase in reach +950% increase in TikTok engagement +>999.99% increase in profile views. Double the Google searches for Field Roast 38 earned media placements 6.5 billion media impressions +$70M of free earned media All this led to a +5% increase in sales. And all the brand love from an entirely new audience.