Irish social media star James Patrice stepped into his Malahide Mammy character for the campaign
20:46, 06 Mar 2026Updated 16:03, 07 Mar 2026
Dublin Zoo’s exterior(Image: Collins)
Dublin Zoo has said it is “disappointed” at some of the online discourse surrounding an advertising campaign for the zoo’s All-Things-Irish Takeover next week.
On Thursday, Dublin Zoo launched its ‘mams go free’ offer for Mother’s Day to help families celebrate moms around the country, offering a complimentary adult ticket when a full paying adult or child ticket is purchased online next Sunday.
The special offer for Mother’s Day also forms part of Dublin Zoo’s All-Things-Irish Takeover, running from March 14 to 17, where the beloved zoo will become a vibrant celebration of “Irish warmth, humour, community and heritage”.
As part of the launch campaign, Dublin Zoo recruited Irish social media star and TV presenter James Patrice as the ambassador for the takeover, who donned his well-known Malahide Mammy character, which the zoo has said is rooted in “humour and fun”.
Despite a mostly positive reaction to the campaign, there has been a backlash across social media from some politicians and members of the public, who slammed the campaign, including Independent Ireland TD Ken O’Flynn and Senator Sharon Keogan, taking umbrage with the use of the ‘Malahide Mammy’ character for the light-hearted campaign.
Dublin Zoo has said they are “disappointed” in some of the commentary on social media after the launch of the campaign, stressing that James Patrice was chosen as the ambassador for the entire campaign, and that the Mother’s Day promotion forms just one part of this campaign.
Dublin Zoo campaign
The team added that the social media star was picked because of his “strong connection with Irish audiences and his well-known, light-hearted celebration of Irish culture”, underlying that James’ character is a “long-established comedic persona rooted in humour and fun”.
A spokesperson for Dublin Zoo told the Irish Mirror: “Dublin Zoo recently launched its ‘All Things Irish Takeover’ campaign, celebrating Irish culture across St Patrick’s Day weekend and Mother’s Day.
“James Patrice was appointed as ambassador for the overall Takeover campaign, reflecting his strong connection with Irish audiences and his well-known, light-hearted celebration of Irish culture.
“As part of the campaign content, James appears in character as ‘Malahide Woman’, a long-established comedic persona rooted in humour and fun.
“Mother’s Day forms one element of the wider Takeover, including our annual ‘Mams Go Free’ offer and themed activities taking place across the period. The ambassador role relates to the full Irish-themed campaign, not to any single promotional day.
“While we are disappointed that some commentary on social media has taken elements of the campaign out of context, Dublin Zoo remains proud to be a place that welcomes people from all backgrounds and communities every day. We look forward to celebrating Irish culture and welcoming everyone, including mams, to the Zoo over the coming days.”
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