I've noticed that getting on /g/ or any Facebook discussions with people from /g/ use terms like "meme brand" which I'm assuming means "overrated/fad brand". Encyclopedia Dramatica first mentions the word "meme" becoming a meme in its May 26 2015 revision of its "meme" article. However, I cannot find any concrete definitions of this usage of the word meme with a quick search, as this new meaning to the word meme seems to be very new outside of 4chan.
Nobody Is As Ready For Pillowy Mounds Of Mashed Potatoes As Uncle Phil