Steak-umm goes knives out with its combative Twitter strategy

The frozen meat brand recently made waves with its attack on celebrated astrophysicist Neil DeGrasse Tyson, showing that brands can get plenty of love for popping off.

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Twitter is its own strange arena, with nuances and rules that defy logic and can flummox even the best communicators.

A recent victim of the Twittersphere is Neil DeGrasse Tyson, the astrophysicist known for his work with the Hayden planetarium and programming for PBS. A celebrated communicator in some mediums, the author and public figure offered this seemingly anodyne tweet in defense of “Science.”

The good thing about Science is that it’s true, whether or not you believe in it.

— Neil deGrasse Tyson (@neiltyson) April 11, 2021

Who could disagree with that? Steak-umm, that’s who.

log off bro

— Steak-umm (@steak_umm) April 13, 2021

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