With Formula 1 fever returning to Melbourne, Grill’d has officially extended its partnership with McLaren superstar Oscar Piastri for another year. The collaboration enters its next lap with a nationwide menu expansion and a strategic push into the FMCG retail sector.
The centerpiece of the announcement involves the launch of the Oscar Piastri Chicken Burger. Following the viral success of the original Wagyu version, which has now secured a permanent spot on the menu due to fan demand, the new high-protein chicken option caters to the performance-focused lifestyle Piastri represents.
Strategic Brand Synergy
Grill’d views the partnership as a natural fit. Founder Simon Crowe says Piastri’s precision, commitment, and high-level performance mirror the brand’s own identity in the competitive QSR landscape.
“Oscar’s an Aussie hero, and we’re stoked to be entering the next lap of this collaboration,” says Crowe. “After the response to the first burger, we wanted to go even bigger, adding a high-protein chicken option built for performance.”
Piastri, a longtime fan of the Melbourne-born brand, notes the authenticity of the tie-up.
“I’ve genuinely always loved Grill’d burgers, so teaming up again to create something new has been pretty special. It’s a fresh take for a fresh season,” Piastri says.
These will move faster than an F1. Source: supplied
Driving Beyond The Restaurant
In a major play for market share, Grill’d moved the partnership onto supermarket shelves. Following the restaurant launch, the Oscar Piastri Wagyu Burger two-pack arrived at Coles on 11 February.
Retailing for $12, the limited-edition packs include the signature ‘OP’ chipotle mayo. This allows the brand to capitalise on the Grand Prix buzz within the home-dining category.
The 2026 campaign features a multi-tiered product strategy designed to cater to both new fans and loyalists. The new Oscar Piastri Chicken Burger ($18.90) features RSPCA-approved chicken and native Davidson plum BBQ sauce on a charcoal bun. Meanwhile, the original Wagyu burger returns as a permanent fixture.
As the F1 season kicks off, the campaign stands as a masterclass in localised sports marketing. It leverages a global athlete to drive both restaurant foot traffic and retail volume through authentic, performance-led storytelling.
Main Image: Oscar Piastri