Dive Brief:

• McDonald’s is bringing back Uncle O’Grimacey for the first time in decades to herald the return of the seasonal Shamrock Shake, per details shared with Marketing Dive. 
• In social media videos, purple mascot Grimace visits Ancestry.com and discovers a connection to his Irish uncle. The two unite in-person after a video call, with O’Grimacey announcing the Shamrock Shake is back as part of their reunion.
• Starting Tuesday, fans can browse limited-edition O’Grimacey merchandise, including shirts, pins and hats, on McDonald’s webstore. The fast food chain continues to lean on nostalgia for its characters amidst a marketing leadership shakeup.

Dive Insight:

McDonald’s is reaching deeper into the well of vintage intellectual property in dusting off Uncle O’Grimacey, an Irish relative of Grimace outfitted in green fur and a matching hat and vest who first debuted in the mid-70s but has not made a major appearance in decades. 

The revival of the avuncular icon is part of the Golden Arches owner’s renewed focus on its fictional McDonaldland universe that has served as fodder for marketing efforts that place a heavy emphasis on millennial nostalgia. Other characters that have recently received the spotlight include the Hamburglar, McNugget Buddies and Grimace himself, with some of those promotions becoming viral phenomena.    

O’Grimacey’s arrival back in the states is timed to the return of the Shamrock Shake, a fan-favorite seasonal menu offering that features mint-green syrup and an Irish theme. McDonald’s is also celebrating 50 years of partnership with Ronald McDonald House Charities and will donate 25 cents of every Shamrock Shake sold at participating restaurant locations from Feb. 10 to March 23. 

The family theme extends to McDonald’s tie-up with Ancestry, which appears in new social media content as Grimace delves deeper into his roots. In addition, McDonald’s is posting videos that show company archivist Mike Bullington as he’s quizzed on Shamrock Shake lore. Weber Shandwick, Bodega, Boden and TSMGI are some of the agencies behind the push.

Prior mascot-oriented promotions, like one centered on Grimace’s birthday, helped boost McDonald’s sales and shore up internet cachet. But the company is coming off a challenging period that saw a public health crisis and consumers seeking greater value. 

Last year, McDonald’s posted its first decline in comparable sales, a key metric of restaurant health, since the start of the pandemic. U.S. same-stores sales increased just 0.3% during Q3 2024, but a revamped value lineup has appeared to gain traction and received heavier marketing support with a campaign starring John Cena. McDonald’s reports its Q4 earnings Feb. 10.  

McDonald’s has also undergone a marketing leadership shuffle this year, with U.S. Chief Marketing and Customer Experience Officer Tariq Hassan announcing plans to step down. Alyssa Buetikofer, currently marketing chief of McDonald’s Canada, will assume Hassan’s role on Feb. 15. Hassan, who joined the brand in September 2021 from Petco, has spearheaded much of McDonald’s nostalgic-fueled marketing of late, including the release of adult Happy Meals and the Grimace birthday bonanza.