Charli XCX dropped her album “brat”, declared it a brat summer, and people ate it up. Field Roast wanted them eating their vegan sausages too. So in a declining market, we set out to reach a new Gen Z audience by collabing with Charli, unofficially. We added five extra letters and declared it a brat(wurst) summer. With a single billboard, we took over the internet and infiltrated fan culture, becoming synonymous with the year's hottest trend.