Guinness flew in two Irish brand ambassadors to promote a four-day St. Patricks’ Day celebration. Last year, the Diageo beer brand tapped six Irish recruits for an “anti-green-beer” campaign and two of them have returned this year.
Dubliner Mark Rossiter, an Irish barman with the nickname “Happy,” and David Tunney, a fifth-generation Dubliner, were “handpicked for their Irish patriotism, appreciation of Guinness and their desire to educate Canadians on the authentic way to celebrate,” according to the company.
“Last year’s campaign was an overwhelming success,” said Joel Mallard, marketing director at Guinness. “We still feel there is a lot of work to be done to educate Canadians, so we wanted to continue that effort.”
In the week leading up to the big event, the brand ambassadors visited various locations in Toronto, such as the restaurant Irish Embassy (pictured), “to coach Canadians on how to celebrate everything authentically Irish and that if you are going to celebrate, it should be with Guinness,” said Mallard.
Guinness also created a St. Patrick’s Weekend City Guide at stpatricksweekend.ca. The site allows visitors nationally to choose their location and the day they are celebrating to find local restaurants, bars and St. Patrick’s Day festivities.
Since St. Patrick’s Day is on a Monday this year, “we felt the need to create additional celebrations, knowing that some could only go out on a Friday and Saturday, maybe not on the Monday, so we wanted to make it as accessible as possible,” said Mallard.
North Strategic is handling PR, while Traffik Group developed creative materials for the campaign.