Grill'd Burger Joint Apologizes for 'Oscar Piastri Curse'

Australian burger chain Grill'd, a significant sponsor of McLaren driver Oscar Piastri, has issued a humorous apology regarding a perceived 'curse' linked to their promotional burger. The apology comes as fans on social media suggest the special offer, which initially rewarded customers with a free burger for a Piastri podium, has coincided with the driver's recent five-race podium drought.

Why it matters:

This lighthearted but widely discussed 'curse' highlights the unique intersection of sports sponsorship and fan engagement, particularly in the social media age. While clearly a marketing stunt, it underscores how deeply fans connect with their heroes' performance, even attributing playful superstitions to external factors like a burger promotion. For Piastri, it's a quirky footnote amidst a challenging run, while for Grill'd, it's an unexpected viral moment.

The details:

• The Original Offer: Grill'd launched a limited-edition Piastri special burger at the beginning of the current F1 season. The initial promotion entitled customers to a free 'bonus' burger whenever Oscar Piastri secured a podium finish.
• Piastri's Recent Form: The McLaren driver has recently endured a five-race streak without a rostrum finish, leading to the playful 'burger curse' claims from fans.
• Revised Promotion: In September, Grill'd re-introduced the offer, but significantly altered the rules. The deal is now available simply whenever Piastri competes in a Grand Prix, removing the podium contingency.
• Social Media Buzz: Fans quickly took to social media, suggesting that the burger promotion was somehow jinxing Piastri's performance.
• Grill'd's Apology: In response to the social media chatter, Grill'd released a statement on Instagram, comically apologizing for the 'curse' while reaffirming its full support for Piastri.
• Statement Highlights: The apology read, in part: "To everyone who believes in the 'Curse', we'd like to apologise... We never meant to create a burger so delicious it could change the course of F1 history. So yes, we're sorry. Sorry our burgers slap that hard." It concluded with a strong message of backing: "He's our homegrown Aussie hero, and we'll always be in his corner. Today, tomorrow and forever – we've got your back, Oscar. Team Grill'd."

Between the lines:

Grill'd's response is a shrewd piece of marketing. Instead of ignoring the social media chatter, they leaned into the joke, turning a potential negative (a sponsored driver's bad run) into an engaging, positive brand moment. It reinforces their connection with Piastri and appeals directly to the F1 fan base's sense of humor, showing they are in tune with the culture around the sport. It's a testament to how brands can leverage social commentary to their advantage, even when it involves a 'curse'.

What's next:

While Piastri will undoubtedly be focused on improving his on-track performance, the 'burger curse' will likely remain a humorous topic among fans for a little longer. For Grill'd, the apology has generated significant online buzz, enhancing brand visibility. The real test for Piastri, and for the 'curse' to be truly broken, will be his next podium finish, which will surely lead to a celebratory moment for both the driver and the burger chain's marketing team.