The Public House and Cadbury Recognise Local Heroes with 2024 St. Patrick’s Day Campaign

This marks the second year of collaboration between Cadbury and The Public House on the brand's “Daymaker” campaign which will run on Out of Home, Press, Radio and Social.

St. Patrick’s Day can feel quite superficial, maybe it’s all the plastic hats? 

But Cadbury and Ireland share a genuine common trait…generosity. So, they’ve come together to show that St. Patrick’s Day isn’t just about drinking and dressing up, it's also the perfect time to do something nice for someone, whether that’s an elderly neighbour, a younger sibling or your post person.

The Public House tasked photographer Liam Murphy with capturing beautiful shots of people having their St. Patrick’s Days made. Taken from unusual points of view, one from inside a car boot, another from inside a teacher’s cubby hole and the last from inside a post box, each image focuses on the special moments the subjects discovered a bar of Cadbury left for them, with an attached note. The campaign let people know that the best way to celebrate St. Patrick’s Day is to make someone else’s. Three radio spots spread the same message, encouraging listeners to make someone’s St. Patrick’s Day, in a whole host of ways.

Sarah Walsh, head of strategy at The Public House said, “Our research highlighted a real tension amongst people in Ireland - between the desire to celebrate St. Patrick’s Day and the dismay at the stereotypical clichés often used during this time of year. Most people use the words ‘friendly’, ‘welcoming’ and ‘generous’ to describe the Irish, so this year we wanted to celebrate those traits instead of the stereotypes”.

Declan Duggan, marketing lead, Cadbury Ireland, said he was drawn to the idea of evolving the previous year’s campaign and encouraging people to become “daymakers” - “Cadbury is all about generosity and this campaign really captures that idea in a very Irish way, on this very Irish holiday.”

Paul Kinsella, art director at the Public House said, “For our creative this year we wanted to capture those 'Daymaker' moments: where a simple gift, like a Dairy Milk, can show generosity in a big way. For us this really felt like something worth celebrating this St. Patrick's Day.”

The campaign for The Public House marks the beginning of a busy new year, with the growing independent creative agency’s clients including the Independent and EPIC: The Irish Emigration Museum, FBD and Kahlúa. The agency is known for its strategic rigour and creative edge that delivers for its clients, with a principle that ‘Boring Doesn’t Sell’.