In the summer of 2023, an unlikely figure made a splash in the stands of Citi Field: Grimace, McDonald’s purple, amorphous mascot from the 1970s. Dressed in a custom Mets jersey, waving to fans and dancing between innings, Grimace wasn’t just a one-off promotional stunt—he became a viral sensation, drawing cheers, memes, and national headlines. How did a character long relegated to nostalgic fast-food commercials become a fan favorite at New York Mets games? The answer lies at the intersection of irony, timing, digital culture, and the evolving relationship between sports fandom and pop surrealism.
The Origins of a Blob: Who Is Grimace?
Grimace first appeared in McDonald’s advertising in 1971 as part of a cast of characters that included Ronald McDonald, the Hamburglar, and Birdie the Early Bird. Originally depicted as a villain named “Evil Grimace” who stole milkshakes, he was quickly reimagined as a sweet-natured, dimwitted companion with a childlike charm. His design—a large, purple, bipedal blob with stubby limbs—was intentionally simple and cartoonish, fitting the whimsical tone of children’s marketing.
Over time, as McDonald’s phased out its animated characters in favor of more modern branding, Grimace faded into obscurity. By the 2010s, he existed mostly in retro merchandise and internet nostalgia circles. But his simplicity and oddness made him ripe for rediscovery in the age of meme culture.
The Viral Turn: From Meme to Mainstream
The resurgence of interest in Grimace began not with corporate strategy but with online communities. On platforms like TikTok, Twitter (now X), and Reddit, users began posting absurdist edits—Grimace at funerals, Grimace in Renaissance paintings, Grimace crying over spilled milkshakes. These posts played on the contrast between his innocent appearance and dark or melancholic scenarios, creating a kind of surreal humor that resonated widely.
A pivotal moment came in June 2023 when McDonald’s posted a now-deleted video titled “The Last Meal,” showing a somber Grimace walking through an empty restaurant, lights flickering, before cutting to black. Fans interpreted it as a death hoax, sparking widespread speculation and emotional reactions. Though McDonald’s clarified it was a birthday promotion, the narrative stuck: Grimace had become a symbol of innocence lost, a purple martyr in a chaotic world.
This digital mythology set the stage for his real-world reinvention.
Grimace Joins the Mets: A Perfect Storm of Irony and Heart
In July 2023, during a promotional weekend for McDonald’s 40th anniversary of Happy Meals, Grimace made a surprise appearance at Citi Field. Clad in a #16 Mets jersey (a nod to the year the Happy Meal launched), he danced on the dugout steps, high-fived kids, and even attempted to catch foul balls. What could have been a forgettable corporate cameo instead went viral—again.
Fans didn’t just tolerate Grimace; they embraced him. Videos of him swaying awkwardly to “Take Me Out to the Ball Game” racked up millions of views. Local news outlets covered his visit seriously, while social media erupted with affectionate jokes: “Grimace is the heart and soul of Queens,” “He’s been through enough, let him have this,” and “Most emotionally stable person at a Mets game.”
What explains this warmth toward a fictional fast-food character at a professional baseball game?
- Ironic appreciation turned genuine affection: Initially, fans engaged with Grimace as a joke. But his persistent, earnest presence—combined with the absurdity of a giant purple blob at a ballgame—broke down skepticism.
- Shared cultural exhaustion: In an era of cynicism and algorithmic content, Grimace represented something refreshingly naive. His lack of edge became a virtue.
- Local pride and underdog identity: The Mets, historically less successful than their Bronx rivals, have long cultivated a lovable-loser image. Grimace, once a forgotten relic, mirrored that journey.
“Grimace works because he’s pure id in a world of overproduction. He doesn’t speak, he doesn’t sell anything aggressively—he just is. That authenticity cuts through the noise.” — Dr. Lena Tran, Cultural Anthropologist, NYU
Why This Matters: The Rise of Absurdist Fandom
The Grimace-Mets phenomenon isn’t isolated. It reflects broader shifts in how fans engage with sports and entertainment. Traditional mascots like the Phillie Phanatic or the San Diego Chicken rely on slapstick and athleticism. Grimace offers something different: a quiet, almost existential presence. He doesn’t perform—he exists, and that’s enough.
This aligns with what some sociologists call “post-ironic fandom,” where audiences oscillate between mockery and sincerity until the boundary dissolves. Fans aren’t laughing at Grimace anymore; they’re laughing with him, celebrating his right to be there.
Timeline: The Unexpected Ascent of Grimace at Citi Field
- June 2023: McDonald’s posts “The Last Meal” video, sparking viral speculation about Grimace’s “death.”
- Early July: Online campaigns emerge demanding “Justice for Grimace” and calling for public appearances.
- July 15, 2023: Grimace appears at Citi Field during a Mets vs. Reds game as part of a Happy Meal promotion.
- Next 48 hours: Clips of Grimace go viral, trending on Twitter and TikTok with over 15 million combined views.
- August 2023: The Mets organization acknowledges Grimace as an “honorary fan,” and fan-made jerseys appear in the stands.
- September 2023: Sports Illustrated features a tongue-in-cheek article: “Grimace Might Be the Best Thing About the Mets’ Season.”
Case Study: The 7th-Inning Stretch That Broke the Internet
During the July 15 game, in the middle of the 7th-inning stretch, Grimace was invited onto the field. Instead of leading the song, he stood motionless for several seconds—then slowly raised both arms in a gesture that fans described as “blessing the crowd” or “awakening from a centuries-long slumber.”
The moment was unintentional. The performer inside the suit later admitted they were adjusting a slipping headpiece. But viewers didn’t care. The stillness read as profound. Memes compared him to Michelangelo’s Creation of Adam, Darth Vader, and Buddha. One fan tweeted, “I’ve been to therapy, church, and concerts—but only Grimace made me feel seen.”
This incident illustrates how meaning can emerge spontaneously in live events, especially when amplified by digital culture. A technical glitch became spiritual symbolism.
Do’s and Don’ts: Leveraging Unlikely Icons in Branding
| Do | Don’t |
|---|---|
| Embrace unpredictability—let the audience shape the narrative | Over-control the message or force seriousness |
| Tap into existing cultural sentiment (e.g., nostalgia, irony) | Ignore online discourse or dismiss fan creativity |
| Allow space for ambiguity—mystery fuels engagement | Explain everything; demystify the magic |
| Align with authentic community values (e.g., joy, resilience) | Treat the moment as purely transactional |
FAQ
Is Grimace officially a Mets mascot now?
No, Grimace is not an official team mascot. However, he has been welcomed as a guest figure and fan favorite. The Mets have not signed him to a contract, but they have acknowledged his popularity with lighthearted social media nods.
Why did McDonald’s choose the Mets for this promotion?
While never officially confirmed, analysts suggest the Mets’ broad demographic reach in the Northeast, combined with their history of embracing quirky fan traditions, made them a natural fit. Additionally, McDonald’s has deep roots in Queens, where the first NYC location opened in 1960.
Will Grimace appear at other sports events?
Since the Mets appearance, Grimace has made cameos at minor league games and charity events. McDonald’s has hinted at a “fan-favorite tour” in 2024, though details remain unannounced.
How to Build on the Grimace Effect: A Checklist
- Monitor emerging cultural trends—even if they seem silly at first
- Empower your brand to take playful risks without over-planning
- Engage with fan-generated content instead of policing it
- Create moments that are shareable, not just visible
- Balance irony with heart—audiences crave sincerity beneath the jokes
Conclusion: Long Live the Purple Reign
Grimace at Mets games shouldn’t make sense. And yet, it does—deeply. In a world of polished athletes, billion-dollar contracts, and relentless competition, a silent, purple blob dancing in the outfield represents something rare: joy without agenda. His popularity isn’t a fluke. It’s a reflection of what fans are craving—not more perfection, but more permission to be weird, tender, and alive.
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