Food Anthropology: Gangman style...Shamrock Shake

So, for those of you who live out of the American collective of fast food establishments...good for you. You're saving your money, your waistline, the environment (from all the superfluous shipping and packaging), etc. etc. I attempt to live a clean-whole-natural-organic lifestyle, but only about 85% of the time. I follow 100 Days of Real Food and I feel venerated in the fight towards label reading and food company transparency.  I love me some Coca-cola. That chilly, flavorful, sparkling HFCS is amazing. When my classes have parties (as I allow/encourage) about once a month, I pile a paper plate full of whatever preservative-laden-food-garbage they brought in: Little Debbies, Hostess cakes, Cheetos, Funions, cookies that probably could make it through the apocalypse-- you get where I'm going with this. My colon and rest of my organs appreciate all the salads and fresh fruit I eat, but some days, man-oh-man, a pile of cheese puffs with that magic orange cheese glitter being washed down by some orange Fanta-- it's the best. Thanks, 'Mrrica. You're doing it RIGHT!

In doing a little internet research (cough, cough Googlesearch), I found that there is a lot of McDonald's "art" with this marketed as a "limited-time only" milkshake. I get the allure of the seasonal products-- it makes you want something because you can't have it. 

Say Shamrock Shake. Now say it in the same voice as the Gangnam Style guy. Hah! Now you've got it stuck in your head too.

Scarcity used to be part of the human condition. For most of the world it still is. Ask any Anthropologist or Historian, and they will tell you that the search for water, game, and food was the majority of why civilizations were created-- to make the scarcity less scarce. To secure food protein-- to provide for future generations. 

The strange part of that is that fast food is, in its very nature, all about immediate, NOT delayed gratification!

So, when the business model of, say, Chickfila leaves us wanting chicken nuggets and special sauce for 24 hours when you can have access to them most other days from 6 am to 10 pm, why does it work? Wendy's sweet potato fries are seasonal, Chick-fil-a peppermint, banana pudding, and peach milkshakes are only around for a bit, and Dairy Queen promotes a certain blizzard (um, how many Pumpkin pie blizzards did we eat from that one in Decatur, Marcus?) during each month. Starbucks has their seasonal drinks and desserts (and pretty poster)-- I get pretty disappointed when I want a slice of that perfectly moist pumpkin loaf and I can only have lemon cake when I'm shopping at Target or Kroger or wherever else a Starbucks has popped up for my convenience. 

Why does this work? I think because it taps into our history as hunter-gatherers. Historically, we can only eat foods that are ripe, and certain foods are only ripe during certain times of the year. We used to only eat foods that were local to us or recently killed in that area (meat-wise). However, with economic demand, the ease of the vast network of global transportation (planes, trains, boats, trucks-- everything a toddler boy wants to have miniatures of in his mom's purse), and human ingenuity-- we can have virtually any food any time. 

This of course, has a massive cost on the Earth. Farmers produce more than the demand is so that unions get paid. Foods are picked unripe, shipped, and gassed to look ripe. Laborers are exploited all over the world. Why? So we can have that immediate gratification. But then there's the human condition of being let down. We want to feel close to the farmers, the land, the people who made our food. It goes against the massive food industry-- but we have these urges to  go with seasonal.

So what did clever marketing teams do? They created that vacuum. You can only have that Pumpkin Pie blizzard around Thanksgiving. (Cuz, duh. Pilgrims wanted low-fat icecream with candy stuck in it that would survive a trip in the cupholder sans lid!) You can only have the Coconut-lime-verbena-sugar-sanded-key-lime-pie-drizzled-frappucino-magic during summer time, because it reminds us of the island vacation we took one time. (Or never took because we're so busy working.) It put a price on our memories-- and allows us to feel like we are tapping into something bigger-- a time that we once had-- and a time when we once COULDN'T have everything we wanted with immediacy.

For those of you who do occasionally (or more frequently; I'm not judging) hit up a Mickey-Dee's drive-thru (or Chick-fil-A, or Wendy's, or Dairy Queen, or TacoHell), you know that late winter and early spring is the only time to get the magically minty Shamrock Shake.

I had NO idea that every time I read the "Shamrock Shake" advertising  (and it makes me hum "Gangnam Style" in the same rhythm...arrgh)...that it has a longer history than the less than 5-year-old McCafe. It is a St. Patrick's Day drink! They invented that Grimace (whatever he is anyway) has a green cousin who demands a different milkshake...and fortunately for you, dear consumer, he gets his way. I mean, he does have a Shilleleagh and a vest with Celtic knots. It seems legit. I don't remember any commercials, but I'd venture a guess that he has a Lucky (from Lucky Charms) Irish accent. 

See, he's real Irish. You can tell from the hat and the fact that he'll do RiverDance soon.

What is this? A styrofoam cup??

I mean, gosh. Who knew this thing had been around for so long? That cup in the bottom picture is still styrofoam! They got rid of those by the mid-90's when all those Tree-huggers got to the McDonald's buyers and made us replace our Styrofoam Big Mac boxes with flimsy waxed paper. 

Crazy!

So, to end this rant...with the idea that started it...I'd been teaching sonnets to my 12th graders. The assignment was to create the 14-line sonnet (the couplets didn't have to be exact) and each line had to have 10 syllables (it didn't have to be exact Iambic pentameter). 

The theme: Something You Love.

I got a delightful variety of subjects-- of course, the romantic love poems (they are 17, so love is very awesome), and the angry, bitter love poems (they are 17, so love is very awful). There were kids who took it a little less emotionally-- and wrote about literal things they love-- some of them poignant-- their love of education and accessing knowledge, their love of video games and the entertainment they bring, their love of certain-branded shoes and the designers who created fashion empires. And then there was the Shamrock Shake. 

The girl who authored it is hilarious and deep. She writes brilliant essays and hangs out with the artsy kids. I don't know if she makes visual art...but she sure can make some verbal art!

 

[And in case you want to know JUST HOW healthy these milkshakes are...here's a link to the official nutrition page. You're welcome. (In case you don't want to read it, there's like a million bazillion calories and stuff. Duh. That's why it tastes good.) ]

So yes. The Shamrock Shake. It has a funny poem now. And I had no idea that it was part of the McDonald's history of marketing and tapping into other cultures. I knew it made me want it...when I can't have it later in the year.