O’Neill’s marked this year’s St Patrick’s Day with a week of celebrations, sports and a special influencer collaboration.
O’Neill’s, the UK’s favourite Irish-themed pub, marked Ireland’s patron saint this year with a three-part campaign: a range of deals and sporting fixtures available all week, a specially commissioned survey to find out the nation’s post-celebration plans, and a special influencer collaboration across social media.
A survey uncovering knowledge that 22% of people celebrating St Patrick’s Day over the weekend planned to call in sick to work and sharing some of their hilarious excuses went far and wide, with 18 pieces of coverage regionally and gaining national coverage in The Daily Star.
Boosting audience reach for editorial content to an impressive total of 140.8m, in the run-up to the big day, bulletins highlighting the best seats in the house for the Six Nations and Cheltenham Races and exclusive offers on pints of Guinness secured an additional 33 pieces of coverage, encouraging party-goers to find their nearest O’Neill’s or risk missing out.
Covering all bases, a social campaign featuring Anna Duke from BBC’s The Traitors captured the essence of Irish hospitality and engaged O’Neill’s’ target audience in a relatable, relevant and humorous way synonymous with the brand.