The National Republican Senatorial Committee (NRSC) has taken a humorous, yet pointed, approach to campaign messaging for the 2026 midterm elections by revisiting a viral photo of Senate Democratic Leader Chuck Schumer. The video, titled “We Grill Right,” marks National Hamburger Day and uses the image of Schumer seemingly placing a slice of cheese on an uncooked burger. This moment, which appeared in a 2024 social media post, became a subject of ridicule on platforms like X, formerly Twitter, and was later mocked by late-night host Stephen Colbert. The NRSC is capitalizing on the moment to highlight what it perceives as Democratic struggles to connect with male and working-class voters in an effort to secure their support in upcoming elections.
Alongside the video, the NRSC has also released related merchandise, including beer koozies that read, “I grill like I vote. Right.” The campaign arm of the Senate GOP emphasized the importance of cultural and traditional values in its messaging, suggesting that the Democratic Party has failed to connect with voters who prioritize these aspects. The video also serves as a broader critique of the Democrats’ strategy, with the NRSC claiming that even millions of dollars in campaign spending may not be sufficient to bridge the gap in voter engagement.
Republicans currently hold a 53-47 majority in the Senate, and the GOP aims to expand this majority in next year’s midterm elections. The NRSC’s strategy includes not only humorous campaign tactics but also targeted messaging that aligns with traditional American values. The committee’s approach is part of a broader effort to reframe the political landscape, portraying the GOP as a more relatable and effective choice for a wider range of voters, particularly men and working-class communities. While the Democratic Senatorial Campaign Committee has not yet responded to the NRSC’s campaign, the GOP’s strategy reflects a calculated attempt to position itself as the party of everyday Americans, leveraging both cultural and social cues to drive voter engagement.