St. Patrick’s Day is here, and while food and beverage manufacturers tend to take a back seat to restaurants on shamrock day deals, some brands are perfectly positioned to cash in on the luck o’ the Irish.
While not as difficult to find as a four-leaf clover, these St. Patrick’s Day product promotions just make sense for brands chasing incremental basket size and a bit of social-friendly buzz.
Go time for Lucky Charms
Every day is St. Patrick’s Day for General Mills’ Lucky Charms cereal, and the Irish-themed breakfast brand is among the most active promoters of the holiday.
In early March, General Mills announced the cereal known for its marshmallow hearts, stars, horseshoes, clovers, moons, unicorns, rainbows and balloons, is teaming up with Cold Stone Creamery for its Ice Cream at the End of the Rainbow Creation collab.
The limited-time product mixes Lucky Charms ice cream with Lucky Charms cereal.
“The return of our Lucky Charms treats is a moment both ice cream and cereal fans look forward to each year,” said Jana Schneider, vice president of national programs at Kahala Brands, parent company of Cold Stone Creamery. “From the vibrant creation to the sparkling shake, each treat delivers a whimsical experience that feels like finding luck at the end of the rainbow.”
The ice cream company is offering the Lucky Charms treats through the end of the month.
The cereal brand also released a limited-time Lucky Charms cereal that turns the milk green.
Guinness and bagels
The collaborations continue with Guinness, which is teaming up with PopUp Bagels for a second year of its Guinness Chocolate Cake Schmear.
Through March 25, the bagel purveyor will offer the chocolate cake-inspired cream cheese, and select locations are handing out tiny drinks of Guinness.
“St. Patrick’s Day is about ritual, pride and community,” said Karissa Downer, director of Guinness in the US. “It’s the one time of year when everyone feels a little bit Irish – and there’s no better way to mark the moment than with a Guinness in hand. This March, we’re giving people even more reasons to come together, celebrate and raise a pint.”
Kerrygold keeping it crispy
Another brand famous for its Irish roots, Kerrygold, is offering a taste of Ireland on St. Patrick’s Day in New York City.
The Irish grass-fed dairy brand is launching a one-day-only popup sandwich shop at Wildair, 142 Orchard St., and offering the chance to try the Kerrygold Crisp Sandwich. The Irish mainstay snack is made with soft white bread, cheese, onion potato crisps (chips) and butter.
“Born in the quiet heartland of Irish food culture, the iconic crisp sandwich has long been a ‘locals only’ legend in Ireland – an after-hours hero and the chef’s stolen moment snack,” said senior global brand manager, Neil Rogers. “Seeing the intrigue and interest across social media over the last few months, Kerrygold is excited to let the rest of the world in on the secret this St. Patrick’s Day.”
