McCain, the maker of one in four chips around the world, has taken over digital exhibition space the Outernet as part of its ‘Let’s All Chip In’ campaign.
The campaign was inspired by research revealing that only 1 in 10 Brits are familiar with regenerative agriculture, despite 58% expressing a desire to learn more. It aims to help consumers understand why regenerative farming matters and how a simple swap in their product choice supports the journey to a more resilient food system over time.
Farmer Will, (Will Young) a sixth-generation farmer and ex-Love Island contestant, has partnered with McCain to raise awareness for the campaign, and visited The Outernet today, to play the ‘Farms of the Future’ AR game pop up.
The takeover was led by PHD & Grand Visual, with PHD behind planning and buying. The Farms of the Future AR game, and Outernet takeover visuals were created by Gravity Road and immersive technology partner Rock Paper Reality. The activation is open to the public from today until Sunday 30th March, from 10:00am to 8:00pm and immerses visitors into a 360-degree Farms of the Future experience, complete with buzzing bees, blooming potato plants and drones overhead.
Once welcomed onto the Farm, visitors are invited to play the Farms of the Future game – a motion controlled two-player chip-slicing challenge where visitors can test their speed and accuracy skills and compete for a high score whilst learning about regenerative agriculture and its potential impact on potato farming, over time.
The interactive game is part of McCain’s recently released “Farms of the Future,” augmented reality game, where users become farmers, teaching them how healthy soil today aims to protect the future of everyone’s favourite food…chips! QR codes throughout The Outernet space and on seeded paper leaflets link to the Farms of the Future AR game, so guests can take the full game home with them to learn more. Visitors can then go on to ‘chip in’ at home by planting the seeded paper and growing their own plants – with the aim to help support local bee populations and enhance biodiversity.
The Outernet takeover is part of the UK’s activity for the Global ‘Let’s All Chip In’ campaign. It follows the Farms of the Future immersive experiential event in New York where the brand worked with actress Rachel Brosnahan, and wider marketing, promotional and experiential activity across Canada and the U.S..
Let’s All Chip In is the latest in an ongoing series of work by McCain on regenerative agriculture in the UK. The brand previously launched the Infinite Farm with Vinnie Jones, and a digital campaign featuring Roman Kemp and Iain Sterling to further consumer interest and understanding of regenerative agriculture and its potential impact on farmlands over time., which featured Roman Kemp and Iain Stirling learning about regenerative agriculture.
Farmer Will is an advocate for regenerative agriculture and has a long-standing partnership with McCain to raise awareness of these practices and their potential impact over time. Speaking of his partnership with McCain, Will said: “I’ve loved being at the Outernet today trying the McCain Farms of the Future AR game, and learning more about regenerative agriculture. I’m inspired by McCain’s bold commitment to implement regenerative farming practices at 100% of the farms they partner with by 2030 and the big strides they’ve already taken towards this promise, so it’s great that people can also learn more in an immersive and accessible way.”
“While we’re progressing towards our regenerative agriculture commitment, and building public awareness, McCain is committed to doing more. That’s why we’re getting people excited for McCain’s regenerative farming journey by meeting them where they already are, whether that’s on social media through our partnership with Farmer Will, or at experiential events, such as our Outernet takeover. By making the future of farming fun, social, and interactive, we’re proving that sustainability doesn’t have to be serious—it just has to be smart.” said Mark Hodge, vice president of marketing at McCain Foods UK&I.
McCain defines regenerative agriculture as an ecosystem-based approach to farming that aims to improve farmer resilience, yield, and quality by, over time, improving and restoring soil health, enhancing biodiversity, and reducing the impact of chemicals on the environment. McCain has made a commitment of implementing regenerative practices across 100% of its potato acreage used to grow its potatoes by 2030.
McCain’s ‘Farm of the Future AR’ game is available to play now in-browser via www.regenfries.com.
