Grill'd Capitalizes on 'Cursed Burger' Meme with New Piastri Merch

Australian burger chain Grill'd has fully embraced the viral 'cursed burger' narrative surrounding F1 driver Oscar Piastri, launching a new merchandise line in response to fan accusations that their promotion 'jinxed' the McLaren rookie.

Why it matters:

What started as a lighthearted marketing campaign — offering a free 'Oscar Piastri 81 Burger' whenever Piastri podiumed — quickly spiraled into a fan-driven meme after a string of disappointing results for the Australian driver. Grill'd's clever pivot from an 'apology' to a 'Sorry Not Sorry' merchandise collection demonstrates shrewd brand engagement and a keen understanding of F1 fan culture, turning a potential PR mishap into a successful, albeit cheeky, marketing win.

The Details:

• The Original Promotion: Following Piastri's win at Zandvoort and a podium at Monza, Grill'd launched a promotion: get a free 'Oscar Piastri 81 Burger' whenever Piastri secured a podium finish.
• The 'Curse' Begins: After his Monza podium, Piastri experienced a series of unfortunate race results, including incidents in Baku and Interlagos. Fans on social media began playfully attributing this downturn to the 'cursed burger' promotion.
• Grill'd's Initial Response: The restaurant subtly changed the promotion to 'When Oscar Races,' a move that only fueled the fan theories and amplified the 'curse' narrative online.
• Embracing the Meme: Grill'd then issued an 'apology' on Instagram, humorously stating they 'never meant to create a burger so delicious it could change the course of F1 history.' They emphasized their continued support for Piastri as an 'Aussie hero.'
• The Merch Line: Capitalizing on the viral attention, Grill'd officially launched the 'Sorry Not Sorry' collection, marketing it as 'the apology merch no one asked for, but everyone's talking about.'

The big picture:

Piastri's recent dip in form has seen him lose significant ground in the standings. He lost his championship lead in Mexico and further dropped 23 points in Brazil. This performance slump, while unrelated to a burger chain's promotions, provided the perfect backdrop for fans to create and amplify the 'cursed burger' narrative. Grill'd's quick and humorous reaction showcases how brands can effectively engage with online communities and turn organic fan commentary into unique marketing opportunities, even amidst a driver's performance struggles.

What's next:

While Piastri will be focused on regaining his competitive edge and finishing the season strong, Grill'd's 'Sorry Not Sorry' line is likely to continue generating buzz. This successful, albeit unconventional, marketing strategy might inspire other brands to engage more directly and humorously with fan-driven narratives, especially in the fast-paced world of sports and social media.