“When Charli XCX dropped her album brat and declared it a ‘brat summer,’ we turned that fleeting trend into lasting success for vegan meat brand Field Roast by collaborating with Charli (unofficially.) With one billboard and five extra letters, we infiltrated fan culture and turned brat summer into brat(wurst) summer. Within 48 hours, we had a billboard up on Pride Weekend. Soon, we were everywhere from Vanity Fair to Charli’s own Billboard cover article, all from one $5,000 media buy.”
