Bringing back Grimace for his birthday in 2023 had such a positive effect on sentiment about McDonald’s that the fast-food giant decided to go further down the family tree.
The return of the Shamrock Shake also marks the return of Uncle O’Grimacey, with the hopes that the purple character and his green uncle will not only bump up sales but also generate more donations for the company’s charitable arm, Ronald McDonald House Charities.
“This Shamrock Season celebration came to life when Grimace stumbled upon his family’s original Shamrock Shake recipe,” the McDonald’s statement explained. “That discovery sparked Grimace to reconnect with his vibrant, joyful, and generous uncle, Uncle O’Grimacey.
“Inspired to reunite with Grimace and support his favorite charity’s 50th milestone, Uncle O’Grimacey packed his bags and embarked on a journey from Sham Rock, Ireland. Now that he’s here, Uncle O’Grimacey is traveling coast-to-coast, spreading Shamrock cheer with fans everywhere and celebrating RMHC and their mission to keep families together.”
McDonald’s franchisees will donate 25 cents to RMHC for every Shamrock Shake purchased between Feb. 10 and March 23, with the aim of raising $5 million, or the equivalent of 50,000 overnight stays for families staying at RMHC programs.
“Our long-standing tradition of the Shamrock Shake is a testament to the joy we bring to our customers. This year, we are getting back to the first fundraiser that started our powerful partnership with RMHC,” Michael Gonda, chief impact officer, North America at McDonald’s, said in a statement. “This Shamrock Shake Season, with a little extra cheer from the Grimace family, we’re reminded that the most precious gift is being close to those you love.”
The company said other ways people can help include purchasing limited-edition Uncle O’Grimacey merchandise or donating to RMHC.
“Our fans eagerly await the Shamrock Shake each year. We are thrilled that proceeds from this minty treat will aid RMHC in keeping families together,” Joy Silmon, a second-generation McDonald’s franchisee, said in a statement. “Family is a core value at McDonald’s, and we live this every day. Together, with our crew, customers, and iconic McDonaldland character Uncle O’Grimacey, we’re helping RMHC make families feel at home, even when they can’t be.”
