The memes are PSAs made for the TikTok age. Many of them explicitly mention Kennedy’s new slogan: “Eat real food.” They are absurd, juvenile, and, one has to acknowledge, pretty funny in their commitment to the bit. Many politicians have turned to memes to spread their message in ways that come off as embarrassing or out of touch (Hillary Clinton once urged her fans to “Pokémon Go to the polls”). But Kennedy—or his team, at least—seems to recognize the advantages of being in on the joke. A crusading 72-year-old with a six-pack, let alone one who works out in jeans, makes for prime internet silliness.