Cadbury is calling on people across the nation to join it in becoming a ‘St Patrick’s Daymaker’ on 17 March 2023.
People can #BeADaymaker by showing true Irish spirit by committing small and meaningful acts of generosity.
According to Cadbury, being a St Patrick’s Daymaker is not about grand gestures – it can be as simple as giving up your seat on a bus, sharing your umbrella with a stranger caught in the rain, leaving your coin in the shopping trolley for the next shopper, or surprising a loved one with his/her favourite treat.
To help facilitate these #BeADaymaker acts and help people celebrate what it truly means to be Irish, Cadbury is offering a free Cadbury Dairy Milk, to be gifted to someone special.
Encouraging people to #BeADaymaker, Maighréad Lynch, seasonal brand manager, Cadbury Ireland, said, “At Cadbury, we want to encourage people across Ireland to show the spirit of what it truly means to be Irish this St Patrick’s Day.
“Through our #BeADaymaker initiative, we hope to see the people of Ireland undertake acts of generosity, no matter how small.
“While we understand that some people don’t feel that St Patrick’s Day reflects Irish culture, we believe it’s an opportunity to show the world just how generous and friendly we really are, through small but meaningful generous acts. This is why we are encouraging as many people as possible to ‘Be a St Patrick’s Daymaker’.”
St Patrick’s Day
Research carried out by Cadbury Ireland uncovered what St Patrick’s Day means to Irish consumers in 2023.
The study found that there is a real tension between Irish people’s desire to feel proud about St Patrick’s Day and the reality of the celebrations being overly commercialised and focused on drinking or partying.
Less than half (45%) of respondents agreed that the day accurately reflects Irish culture and people. Additionally, more than half (53%) of Irish people feel that St Patrick’s Day is more for tourists than for Irish people.
When asked about what they want celebrated more, 56% of Irish people responded that they want to celebrate ‘our friendliness’, and 54% want to celebrate ‘our welcome’.
Other top traits that people want to celebrate during St Patrick’s Day include ‘our kindness’ (41%) and ‘our generous nature’ (45%).
The Cadbury ‘Be a St Patrick’s Daymaker’ in-store activation will run until 27 March 2023, while stocks last, in participating stores.
Consumers can #BeADaymaker by simply scanning the QR code to send someone special a free Cadbury Dairy Milk.