Guinness brings back Irish ambassadors for St. Patrick’s Day

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 […]

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.

Brands Articles

Saputo sells its bakery division to Canada Bread for $120 million

Deal in line with company's plans to become more competitive in new food categories

Why employee engagement needs to top the CMO’s agenda in 2015

And, how it will enhance competitiveness/profitability

Canada’s Hottest Ads: A very foodie November

...with a light dusting of holiday cheer

McDonald’s marketing misery

Markus Giesler on the chain's identity crisis and why it's becoming increasingly irrelevant

BlackBerry harkens back to “CrackBerry” heyday

Waterloo, Ont.-based company introduces new smartphone model with familiar features

Hudson’s Bay hires new CEO

Former Toys R Us chairman and CEO takes the reins, Richard Baker remains chairman

Country Style chooses Tag Franchise for rebrand

New branding expected to roll out next year

MasterCard’s ‘priceless’ holiday giveaway

The brand had a big surprise for Calgary charities