Last Pride Weekend, frozen vegan food company Field Roast unveiled a distinct billboard that pays homage to pop star Charli XCX's latest hit album, "Brat."
Strategically placed in the middle of Yonge-Dundas Square in Toronto, the ad simply reads "brat wurst," referencing the viral cover of the biggest album of the summer.
It emulates the cover's slightly stretched sans serif font on a bright neon green background and includes a photo of Field Roast's smoked apple and sage sausage.
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Taking things a step further, the brand took to Instagram to post a mock-up of its Brat-themed sausage packaging, even changing its profile photo to match.
Aside from sausages, Field Roast also produces plant-based burgers, cheeses, nuggets, roasts, and pizzas.
The Ontario-based brand is seeing more coverage as of late, receiving nominations for the 2024 VegNews Cheese Awards.
Looking for designs to impress health enthusiasts? Check out our list of best plant-based visuals.
The 'Brat' Takeover
Brat is Charli XCX's 6th album and her most successful to date, debuting at #3 on the Billboard 200 and selling 82,000 equivalent album units.
Both commercially successful and critically acclaimed, it recently garnered a score of 95 on Metacritic, making it the site's highest-rated album of the year.
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The album's massive cultural impact has prompted many admirers to imitate its minimalist and anti-art cover design.
Brat generators began cropping up online, prompting hundreds of thousands of fans to create Brat-inspired graphics with different variations in text and color.
Field Roast is one of the brands that chose to ride the Brat wave.
Kerrygold recently posted a blurry, Brat-inspired graphic that humorously highlights what makes its butter different.
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Nail polish brand OPI also jumped on the trend, highlighting its neon green-colored nail polish and press-ons.
Brat-themed advertising looks to be the trend for the next month as the album's easily replicable cover contributes to its virality, making it a prime target for marketers looking to leverage pop culture and increase engagement.
Doing so makes the brand more relatable and timely to a broader audience.
Fans of the pop star are also more likely to share and interact with content that resonates with their current interests.
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Editing by Katherine 'Makkie' Maclang
