St. Patricks Day, celebrated on 17 March, is an event honouring Ireland’s heritage and culture and is celebrated globally. Despite COVID-19 restrictions in 2021, people are still planning to celebrate the event. According to the US’s National Retail Federation, 49% of US adults said they would partake in the celebration, while 32% planned to engage in COVID-safe activities, such as planning a special dinner or celebration at home.
Adjusting traditional celebrations
Brands are working to bring typical St Patrick’s Day out-of-home experiences to shoppers’ homes through several solutions, such as meal kits. For example, the UK’s Honest Burgers partnered with Guinness and Ireland’s Handsome Burger to create a limited-edition home meal kit. Each ‘Paddy’s Day Honest at Home’ kit comes with pre-measured essentials to help create the perfect St Patrick’s Day meal at home.
Source: Honest Burger
St Patrick’s Day themed treats
To celebrate the event from home, in the US, Krispy Kreme launched St Patrick’s Day themed doughnuts, Luck O' The Doughnuts, which come in four different flavours.
A twist on the classic
Heinz in the UK launched its very first, limited-edition ‘[Seriously] Good Shamrock Mayo’ in honour of St Patrick’s Day. It has combined its classic mayonnaise with shamrock grown in County Kerry, Ireland. Heinz is also running a competition on its Facebook and Instagram pages for a chance to win the limited-edition product.
Maria Jantchi, Heinz UK’s marketing manager, said,
“When St. Patrick’s Day 2020 celebrations were cancelled all around the world due to the Covid-19 pandemic, we set about thinking how we could make this St. Patrick’s Day 2021 one to remember. And after a year of planning, testing and tasting, we are thrilled to present the first of its kind… Heinz [Seriously] Good Shamrock Mayo."
Source: Heinz UK
Leveraging events to drive new opportunities
Irish food exporter, Bord Bia is using the global reach and popularity of St Patrick’s Day to launch a campaign, which includes targeted trade engagements and a series of promotional campaigns across 14 countries.
It reported that despite the challenges posed by COVID-19, Irish food and drinks exports reached over €13 bn in 2020.
Some of Bord Bia’s planned promotional activity for this campaign includes an Irish beef and lamb promotion with 1,000 retail outlets across Germany. It has partnered with Tourism Ireland on a range of activities such as the St Patrick’s Day At Home digital festival in the Netherlands. In the UK, which accounts for 32% or €4.3 bn of Irish food and drink exports, Bord Bia plans to target over one million UK consumers through a collaboration with several high-profile chefs.
Martin Heydon TD, Minister for State at the Department of Agriculture, Food and the Marian highlighted,
“St Patrick’s Day offers Ireland a unique global platform and I am delighted that Bord Bia is putting Irish food and drink at the heart of this year’s virtual celebration. As Minister with responsibility for New Market Development, I look forward to engaging with key international customers, across a range of food and drink sectors. The Covid pandemic has changed the way we live and the behaviour of consumers. Our Irish Food & Drink sector has shown remarkable resilience in the face of this changing environment. This programme of events will further help to support the sector and highlight the quality of our offering to a global audience.”
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