“People think it’s bizarre, ironic, and funny when a frozen meat company points out the importance of critical thinking, but chances are the same message would never ‘go viral’ if it was from a person,” Allebach wrote in one tweet.

Allebach has built a following of more than 160,000 for client Steak-umm’s Twitter account with conversational—and often deeply philosophical—content that often has very little to do with the product. The catchphrase “Steak-umm bless” frames threaded discussions about current events, misinformation, mental health and other topics that result in tens of thousands of likes and retweets, not to mention news coverage in Forbes, The Washington Post and of course, Adweek. Especially amid the pandemic, Allebach’s rants have become an uplifting bastion of introspection and hope with reassuring messages of community and personal connection.

We sat down with the mind behind these Twitter discussions—who has now also created a similarly engaging presence on TikTok—about why and how he takes this offbeat and not entirely meat-focused, the global attention the account has received and what’s next for the brand.