The Consumerologist

Burnett shakes up Chicago’s St. Patty’s Day

Leo Burnett celebrated St. Patrick’s Day yesterday by dumping a giant McDonald’s Shamrock Shake into the Chicago River, which the city turns green every March 17 as part of the Irish celebration. Some think it looks like littering, but minty ice cream is surely among the least objectionable substances to have been emitted onto the streets of America yesterday. Plus, unlike in Tennessee, no leprechauns were harmed.

—Posted by Tim Nudd

Chicago loves the Irish. A good portion of the city is Irish…there is Beverly the historic Irish neighborhood, the Daley mayors (Richard Sr. & Jr. both of Irish descent), Irish-Catholic churches (and pubs) found every few city blocks, the green ivy at Wrigley….I could go on. Not surprising, for a city that loves and has strong ties to Ireland, Chicago goes all out for St. Patrick’s Day. It is a big holiday here. Every year, the Chicago River is died kelly green (it is a must-see if you live or are visiting Chicago at the time). McDonald’s is a Chicago-based company and its ad agency, Leo Burnett, is also headquartered in Chicago. Thus, a brilliant collaboration reflecting the city’s culture and heritage…display a Shamrock Shake spilling into the river…a site to see for tourists, business workers, parade-goers, shoppers, and Chicagoans.

I have been asked by visitors why the river has a strong greenish tint to it…years of temporary dying it has that effect. Enjoy!