There are plant-based burgers, and there are plant-based BURGERS. NotCo is legendary for their plant-based products that taste just like—or better than—the real thing. When they unveiled the NotBurger in the summer of 2022, it was with the bold hashtag #BurgerAF. As a writer on the project, I came up with Instagram captions, video ideas, and generally got to spend the day thinking about burgers. (Which I would have been doing anyway, honestly.)