The Best Saint Patrick’s Day Campaigns of All Time

Each year, brands across the globe compete to create the best Saint Patrick's Day campaigns, showcasing creative twists on classic green themes and Irish heritage. With social media, live events, and charitable tie-ins at their disposal, many businesses have elevated the holiday from a simple “wear green” day to a major marketing opportunity. Some of the best Saint Patrick's Day campaigns blend tradition with modern engagement—leveraging nostalgia, authenticity, and user-generated content to capture attention. As we journey through nine standout examples, you’ll see why the best Saint Patrick's Day campaigns stand apart, how they connect with audiences, and what lessons can be gleaned to spice up your own future holiday marketing.

Although some rely on witty humor or star power, others tap into a spirit of unity or cultural pride, reminding us that everyone’s at least a little Irish on March 17. From iconic shakes to creative twists on classic stouts, these campaigns prove that when it comes to March marketing, there’s plenty of room for innovation. Without further ado, let’s explore nine of the best Saint Patrick's Day campaigns that left a memorable mark on consumers worldwide.

1. McDonald’s Shamrock Shake 

No list of the best Saint Patrick's Day campaigns is complete without McDonald’s Shamrock Shake. Launched around 1970 as a charitable promotion, this mint-green milkshake quickly became an annual cult favorite. Over time, McDonald’s smartly grew the hype by limiting the shake’s availability, turning it into a seasonal tradition. Fans eagerly await mid-February, excited to see those green shakes reappear.

Part of the brand’s success is tying nostalgia to St. Patrick’s Day traditions. Many Americans recall sipping Shamrock Shakes in childhood, so each new season draws them back for a taste of sweet memories. In recent years, McDonald’s has updated the campaign with social media-driven activities (like revealing the shake’s official hex color code), which keeps fans curious. This blend of novelty and familiarity ensures the Shamrock Shake remains one of the best Saint Patrick's Day campaigns year after year.

2. Guinness – “The Friendliest Day of the Year” 

Guinness is almost synonymous with Irish heritage, so no surprise they’ve spearheaded some of the best Saint Patrick's Day campaigns. A prime example came in 2012, when Guinness labeled March 17 as “the Friendliest Day of the Year,” inviting fans worldwide to sign up for the “Largest St. Patrick’s Day Party.” This online platform let people from different countries join an international celebration, forging a sense of global community.

The success of this Guinness campaign stemmed from its inclusive, social approach. With a real-time map tracking sign-ups and branded merchandise fueling local festivities, Guinness linked their stout to camaraderie and communal good cheer. The brand’s alignment with St. Patrick’s Day was already strong, but this campaign gave it a fresh jolt, reminding drinkers that Guinness helps turn any gathering into a warm, unified festivity. It quickly climbed the ranks among the best Saint Patrick's Day campaigns for tapping into the holiday’s spirited sense of togetherness.

3. Guinness Charity & Unity Themes (#StacheForCharity, #AToastTo)

Another reason Guinness stands out among the best Saint Patrick's Day campaigns is its frequent blend of social good and Irish-themed celebrations. Whether launching the #StacheForCharity promotion—urging fans to post selfies with a Guinness foam mustache, with each photo triggering a donation—or rallying supporters to propose heartfelt toasts during challenging times, Guinness underscores communal values.

For instance, the #StacheForCharity campaign in 2018 fueled fan content as everyone showed off their “Guinness ‘stache,” while each upload yielded a donation to charitable causes. Similarly, 2021’s #AToastTo offered positivity and relief efforts during the pandemic. These philanthropic elements distinguish Guinness from typical beer brands on March 17, making them a staple among the best Saint Patrick's Day campaigns. By merging goodwill with partying, Guinness appeals to both revelers and those who want to give back.

4. Jameson – “SPTO” and “St. Patrick’s Eve” 

When exploring the best Saint Patrick's Day campaigns, Jameson stands out for its witty approach to celebrating. In 2023, Jameson launched the “St. Patrick’s Day Time Off” (SPTO) concept, poking fun at overworked Americans by encouraging them to use paid leave on March 17. They even sold “Desk Decoys” shaped like users, so employees could “sneak out” without the boss noticing. Proceeds supported a restaurant workers’ charity, adding a philanthropic twist.

A year later, Jameson tackled the calendar quirk when St. Patrick’s fell on Sunday, coining “St. Patrick’s Eve” for Saturday. They threw a comedic Times Square countdown event featuring SNL comedians, cheekily mimicking New Year’s Eve traditions. These creative solutions, bridging real-life dilemmas with celebratory irreverence, secure Jameson a spot among the best Saint Patrick's Day campaigns. They proved an ability to connect brand image, humor, and user participation in a way that truly stands out.

5. Guinness – “Make It a St. Patrick’s Day to Remember” (Guinness 0.0, 2023) 

Guinness appears again on our list of the best Saint Patrick's Day campaigns with its 2023 promotion encouraging moderation through Guinness 0.0. Emphasizing a “responsible celebration,” Guinness showcased non-alcoholic stout and gave away tens of thousands of free pints. By championing a mindful approach to the holiday—something unexpected for a beer brand—Guinness both broadened its audience (like designated drivers or those wanting fewer alcohol choices) and reinforced an inclusive message.

Clever social videos featuring singing “pints” of Guinness 0.0—covering Bonnie Tyler’s “Holding Out for a Hero”—made the campaign both whimsical and shareable. Pairing that with a pledge for community service hours also added social impact. This pivot showed how brands can innovate around the best Saint Patrick's Day campaigns even when the core offering is beer. Consumers appreciated the mix of festivity and responsibility, making the campaign a standout success.

6. Bushmills – “Don’t Be a Sheep” (3 mentions)

Bushmills deserves a nod among the best Saint Patrick's Day campaigns for its bold 2023 stunt: herding actual sheep named after competitor whiskeys into a New York City bar. This tongue-in-cheek approach turned heads and delivered a memorable tagline: “Don’t be a sheep” by always choosing the same old whiskey. Instead, try Bushmills—celebrating individuality and tradition at once.

Fans could also enter a microsite to claim a discount code for a Bushmills purchase. The idea of physically bringing sheep to a bar, each sheep representing a well-known competitor, was zany enough to generate ample social chatter. The brand’s friendly-but-daring tone sealed the campaign’s place among the best Saint Patrick's Day campaigns, as people buzzed about Bushmills’ playful challenge to the usual whiskey giants.

7. Kahlúa – “It’s Bored of Stout” (2024) 

Kahlúa’s 2024 campaign soared onto lists of the best Saint Patrick's Day campaigns with a wacky concept: “St. Patrick’s Day is bored of stout.” By urging drinkers to swap the typical green beer for espresso martinis made with Kahlúa, the brand introduced a fresh alternative. Billboards humorously depicted espresso martinis as mini Guinness lookalikes, complete with frothy heads and coffee beans shaped like shamrocks.

To sweeten the pitch, Kahlúa covered the cost of some patrons’ drinks if they shared pictures online. This approach blended bar-hopping traditions with a new spin on “cheers,” especially appealing to younger or more cocktail-focused consumers. Breaking from the usual beer-themed route gave Kahlúa an advantage—people looking for something novel or less heavy found a perfect match in coffee liqueur. The resulting chatter confirmed Kahlúa’s place among the best Saint Patrick's Day campaigns.

8. Cadbury – “Be a Cadbury Daymaker” (2023) 

Cadbury’s 2023 initiative in Ireland, “Be a Cadbury Daymaker,” stands out among the best Saint Patrick's Day campaigns for its heartwarming twist. Instead of pushing a shamrock-themed product or boisterous event, Cadbury encouraged small acts of kindness. The brand replaced typical promotional noise with calls for people to “make someone’s day” through friendly gestures or thoughtful gifts.

This anti-formula approach resonated, distinguishing Cadbury from typical green-laden marketing. Rather than urging more consumption, they championed goodwill, aligning well with the holiday’s inclusive spirit. As many consumers grow weary of overly commercial pushes, this softer tone added depth and authenticity. Hence, Cadbury easily joined the ranks of the best Saint Patrick's Day campaigns, proving that a simpler, more human focus can truly stand out in a busy promotional period.

9. Marks & Spencer – “Colin the Caterpillar Joins the Party” (2022) 

Marks & Spencer (M&S) leveraged its beloved Colin the Caterpillar cake with a St. Patrick’s Day makeover in 2022—placing it among the best Saint Patrick's Day campaigns for its sheer fun factor. The limited-edition “leprechaun” Colin came decked out in green frosting and a jaunty hat. This simple switch turned a popular product into a holiday must-have, prompting shoppers to rush in before Colin disappeared from shelves.

The campaign thrived on scarcity and familiarity. M&S capitalized on Colin’s iconic status in the UK, delivering a holiday variant that felt fresh but still reassuringly recognizable. Social media photos of the new Colin quickly circulated, providing free publicity and reinforcing M&S as a brand that doesn’t mind having a bit of playful fun. By tapping an existing fan favorite, M&S found a cost-effective way to stand out with minimal brand risk, earning a well-deserved spot in the best Saint Patrick's Day campaigns discussion.

Ending On A Lucky Note

From shamrock-shaped sweets to campaigns for responsible celebrations, these examples represent the best Saint Patrick's Day campaigns in recent memory. Each brand tapped a different angle—nostalgia, humor, community, or philanthropic flair—to resonate with March 17 revelers worldwide. Notably, the best Saint Patrick's Day campaigns often leverage tradition while injecting fresh creativity, whether that’s unveiling new products or reimagining the holiday around user-generated stories.

As the marketplace grows more crowded, finding unique, heartfelt ways to celebrate the day can put a business on the cultural map. If there’s one takeaway from the best Saint Patrick's Day campaigns, it’s that authenticity and a spirit of fun typically win over audiences far more than rote green-themed ads. By connecting with core holiday sentiments—unity, playfulness, and a nod to Irish heritage—brands can build lasting bonds that transcend a single day, much like these standout efforts have done. So as you plan next year’s marketing moves, consider how you might adapt the creativity and sincerity found in these shining examples of the best Saint Patrick's Day campaigns for your own brand.