McDonald’s Australia is introducing the Shamrock Shake to the Australian market for the first time with a new campaign created in partnership with Akcelo and coinciding with St Patrick’s Day.

The Shamrock Shake, which boasts nearly 50 years of heritage in global markets, has developed a dedicated fanbase internationally. The local campaign kicks off with St. Patrick’s Day, leveraging the product’s nostalgia and its “cult status.” A key feature of the campaign is the revival of the McDonaldland character Uncle O’Grimacey, which underscores the shake’s Irish-themed heritage.

The campaign is integrated across multiple platforms, including online video, out-of-home (OOH) advertising, social media, and in-restaurant activations. This multi-channel approach aims to maximise reach and engagement with the target audience.

Amanda Nakad, McDonald’s Australia Marketing Director of Menu and Brand, stated: “Every year, we see overwhelming demand from Australian fans whenever the Shamrock Shake launches overseas. Bringing it here for the first time was an opportunity to tap into that momentum, and Akcelo has helped us craft a campaign that celebrates the shake’s legacy while making it distinctly Australian. We’re excited to see how fans respond.”

Akcelo has a history of collaboration with McDonald’s on various campaigns, such as the Grimace Shake launch, the Squid Game Meal, and the Banana Shake tie-in for Despicable Me 4. The media agency involved in the current campaign is OMD.

“To make the Shamrock Shake’s Down Under launch feel uniquely Macca’s was an exciting challenge for us to tackle – Australians have waited 50 years for this after all! So reviving a classic character like Uncle O’Grimacey was exactly what this moment called for,” said Aden Hepburn, CEO of Akcelo.