When a food craving hits, the desire for that bite or sip is more than just flavor. It is the storytelling behind the dish that sparks a memory or evokes a feeling. As McDonald’s Shamrock Shake returns to the menu, it serves as a reminder that this minty green frozen dessert is more than just a sweet treat. Uncle O’Grimacey invites everyone to sit a spell and hear the story.
This year marks the 50th anniversary of Shamrock Shake. While part of this story might be a yarn, Grimace is ready to reconnect with this Uncle O’Grimacey, who is visiting from Sham Rock, Ireland. As the pair bring minty, sweet sips to McDonald’s fans nationwide, the promotion serves as a reminder about the familial connection to the Shamrock Shake.
Even though the annual celebrated return is a springtime tradition at McDonald’s restaurants, the Shamrock Shake has long been associated with Ronald McDonald House charities. This year, 25 cents from each sale will benefit the organization. The hope is to raise $5 million during the February 10 through March 23 availability.
As part of this year’s promotion, Uncle O’Grimacey will be celebrating the dessert’s return by traveling across the U.S. and supporting RMHC families. While anyone can purchase the special merchandise, it is more than just the purchase. The idea is to encourage people to make connections over food.
Many people celebrate the Shamrock Shake season as a family. Whether it is the first sip of the season or a weekly treat, it is more than just a normal drive-thru order. The tradition creates a food memory. That sentiment can be sweeter than the frozen dessert, itself.
In some ways, this promotion of the Shamrock Shake shows a change in the McDonald’s approach to menu launches. Similar to the first female athlete meal with Angel Reese, the quick service restaurant brand wants to show that a guest’s order is more than just a food in a bag. People have a choice in the order and it needs to resonate beyond just sustenance.
For now, Shamrock Shake season is back. From celebrating Uncle O’Grimacey to supporting RMHC, there are plenty of reasons to enjoy that limited time frozen dessert.