Online advertising is a profoundly weird thing in 2018, a world where people cheerfully volunteer to be publicly dragged by Wendy’s, and borderline inedible sugar treat Moon Pie sells itself with a steady stream of self-effacing surrealism. And hey, maybe there’s something to the idea that the crappier your foodstuff is, the more energy you have to put into catching people’s Twitter attention for it, because now we guess we are forced to be pleased to inform you that Steak-umm is totally woke.
Our sister site The Takeout has written about the frozen beef-stuff’s online presence before, back when the sliced meat product was just whiling away the hours making fun of Neutral Milk Hotel, as one does. But apparently the Steak-umm brand team wasn’t just killing time with Office memes or making fun of vegetarians: No, they were developing a whole philosophy, one that they unleashed in the form of a long-ish Twitter rant about the challenges facing the younger generation online today. And the truly frustrating aspect of this whole thing is that the resulting product—despite a few meat puns and a general sort of cultish vibe—is actually a really good breakdown of the ways life is hard for kids and young adults right now. Courtesy, again, of Steak-umm. God damn it.