First introduced as Grimace’s Irish uncle, he disappeared from McDonald’s marketing but is now making a comeback to celebrate the Shamrock Shake’s return on February 10, Fast Company reports. His revival also marks the 50th anniversary of Ronald McDonald House Charities, which will receive proceeds from Shamrock Shake sales and themed merchandise.
“While the rest of the Grimace family lives in McDonaldland, Uncle O’Grimacey resides on a small island off the coast of Ireland called Sham Rock. Back home in Sham Rock, Uncle O’Grimacey spends his time going on nature walks, bowling in his local league, and attending the Sham Rock Street Fair and Music Festival (he plays the bagpipe!),” a McDonald’s spokesperson said.
Uncle O’Grimacey has already made his debut on McDonald’s social media and featured in a new merchandise line, including a crewneck, ringer tee, and sweatshirt with the phrase “Who’s your uncle?” alongside his image.
Check out the fast food chain’s video announcement below.
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“Our fans eagerly await the Shamrock Shake each year. We are thrilled that proceeds from this minty-flavored treat will aid RMHC in keeping families together,” says Joy Silmon, second-generation McDonald’s franchisee. “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.”
McDonald’s reps reveal that Uncle O’Grimacey’s favorite color is green, he goes by “Uncle O,” and he’s a Pisces. It’s unclear if he will appear on packaging or in stores.
The company’s corporate website states:
Here are the ways you can lend Uncle O’Grimacey a helping hand:
- Enjoy a Shamrock Shake: For every Shamrock Shake purchased from Feb. 10 to Mar. 23 at participating McDonald’s, 25 cents will be donated to RMHC with a goal of raising $5 million, which could provide 50,000 overnight stays for families staying at RMHC programs.
- Style the Uncle O’Grimacey Merchandise Collection: Don special Uncle O’Grimacey merch, including t-shirts, baseball caps and crewnecks. This exclusive swag is available for pre-sale now at goldenarchesunlimited.com, and in the spirit of this campaign, McDonald’s will make an additional donation to RMHC.
- Support RMHC: Donate or get involved by visiting our website or Round-Up for RMHC at your local McDonald’s.
“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,” Gonda added.
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