The success of English singer songwriter Charli XCX‘s sixth album, Brat, has led fans to declare that it’s “Brat summer” and start dressing the part. Plant-based sausage brand Field Roast was quick to tap into the buzz, promoting its bratwurst with a campaign from creative and media agency No Fixed Address.

The effort kicked off on Field Roast’s Instagram and Facebook accounts, where the brand posted a picture of its sausages in a wrapper modeled after the simple neon green and black Brat album cover. It tagged Charli XCX and asked, “Is this what you meant when you said it’s a brat summer?”

The brand also changed its profile photo to a matching image and doled out coupons so that consumers could be part of the trend.

“When the brand stands for boldness, you need to take risks,” No Fixed Address chief creative officer Alexis Bronstorph told ADWEEK. “Boy are we glad we took this risk. The idea started out as a social post, but we were ready to grow with it. The reception has been positive and so fun to watch—we are living for the comments on Reddit and Twitter.”

During Pride weekend, the brand placed a billboard in Toronto’s Yonge-Dundas Square that shows the Brat album design on one side with the other saying “wurst” and depicting Field Roast smoked apple and sage sausage in its matching lime packaging.

“We knew the Brat album would be playing loudly all weekend long,” Bronstorph said. “We chose one of the most central locations to make sure anyone kicking off their brat summer knew Field Roast bratwursts were on the menu.”

The brand showcased the product on its website as a way to “indulge in the ultimate summer BBQ.” No Fixed Address also developed a spin on the anime butterfly meme, with the confused guy gazing at the sausages and wondering, “Is this brat summer?”

CREDITS

CCOs: Alexis Bronstorph and Kelsey Horne
Executive creative director: Jamie Marcovitch
Associate creative director: Anton Mwewa
Senior copywriter: Hayley Mcostrich
Group account director: Shawne Elnicki
Account supervisor: Sarah Loo
Strategist: Michael Vasos
Project manager: Sydney Bokser