Grill'd Embraces 'Burger Curse' with Playful Apology to Oscar Piastri Fans

Grill'd, an Australian burger chain, has humorously addressed the viral 'Oscar Piastri Burger curse' that F1 fans linked to the McLaren driver's recent dip in form. The company issued a cheeky apology, acknowledging the online buzz while reaffirming its support for Piastri.

Why it matters:

• This marketing move demonstrates a brand's clever engagement with pop culture and fan-driven narratives, turning what could be negative sentiment into a positive, viral campaign.
• For Formula 1, it highlights the sport's growing mainstream appeal and the passionate, often humorous, interaction of its fanbase with drivers and associated brands.
• The 'burger curse' storyline adds a lighthearted dimension to the competitive intensity of F1, showcasing the sport's capacity for both serious racing and playful fan engagement.

The details:

• The 'curse' originated from Grill'd's 'OP81 Burger' promotion, which initially offered a free burger whenever Piastri finished on the podium.
• Since Piastri's last podium finish at Monza in September, he experienced a series of crashes and less favorable results, leading to online jokes about the burger being 'cursed.'
• Grill'd subtly changed the promotion from 'when Oscar podiums' to 'when Oscar races' as the social media chatter grew.
• The company's mock apology stated, "We didn't mean to create a burger so delicious it could change the course of F1 history," and joked, "We didn't break F1, we just broke the internet."
• To further lean into the joke, Grill'd announced a mock limited-edition "Sorry Not Sorry" merchandise line with slogans like "Certified Cursed" and launched a "Sorry Not Sorry" Spotify playlist.
• Billboards promoting the campaign also appeared in Melbourne.
• Despite the humor, Grill'd explicitly reiterated its unwavering support for Piastri, calling him "our homegrown Aussie hero."

Between the lines:

Grill'd's campaign is a masterclass in responsive marketing. Instead of ignoring or combating the 'curse' narrative, they embraced it with self-deprecating humor. This approach not only garnered significant media attention but also endeared the brand to a wider audience, including F1 fans who appreciate such lighthearted engagement. By connecting directly with the fan discourse, Grill'd transformed a potential PR challenge into a marketing triumph, proving that sometimes, the best strategy is to join the joke.

What's next:

While the 'Sorry Not Sorry' merchandise is jokingly announced as "coming never, probably," the viral success of this campaign could inspire similar interactive marketing efforts in the future. Brands associated with F1 drivers might increasingly look for creative ways to engage with fan-generated stories and memes. For Piastri, who recently secured his future with McLaren, the 'burger curse' will likely remain a humorous footnote as he continues to push for podiums, perhaps now with extra incentive to prove the 'curse' wrong.