Uncle O’Grimacey 'O’rrival' on Australian shores.
Independent creative agency Akcelo has spearheaded the Australian launch of McDonald’s Shamrock Shake, marking the first time the cult-favourite menu item has been available locally.
With nearly 50 years of heritage in global markets, the Shamrock Shake has built a dedicated fanbase, generating significant demand from Australian consumers.
McDonald’s Australia partnered with Akcelo to bring the shake Down Under in time for St. Patrick’s Day, leveraging the product’s nostalgia.
Akcelo’s campaign taps into the fandom surrounding Macca’s global menu items, taking a playful, character-driven approach by reviving a long-dormant member of the McDonaldland universe: Uncle O’Grimacey.
The campaign showcases his "O’rrival" on Australian shores, reinforcing the Shamrock Shake’s Irish-themed heritage and aligning with the St. Patrick’s Day cultural moment.
Akcelo CEO Aden Hepburn said to make the Shamrock Shake’s Down Under launch feel uniquely Macca’s was an exciting challenge 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," Hepburn said.
McDonald’s Australia marketing director of menu and brand Amanda Nakad said every year there is 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," Nakad said.
"We’re excited to see how fans respond."
This fully integrated campaign is rolling out across online video, out-of-home (OOH), social media, and in-restaurant activations to ensure national visibility.
The campaign also builds on Akcelo’s other launches for Macca’s, including the Grimace Shake launch, the Squid Game Meal and the Banana Shake tie-in for Despicable Me 4,.
Credits
Client - McDonald’s Australia
Agency - Akcelo
Media - OMD
