McCain Foods, the maker of 1 in 4 fries worldwide, has officially announced the launch of a new Taste Good. Feel Good. campaign, which is meant to celebrate how fries can deliver top-notch taste, and at the same time, foster future-focused farming methods.
According to certain reports, the stated campaign arrives on the scene bearing an intention to generate a farm-to-fry experience. This it will for the purpose of showcasing how your French fry has a hidden environmental value, as well as how an individual choice, while seemingly small, can have a far-reaching impact.
To understand the significance of such a development, we must take into account several research studies, where it was revealed that most people are not sure what regenerative agriculture is or its potential role in mitigating the impacts of climate change.
In fact, these studies would discover that less than 1 in 10 Americans & Canadians understand the concept of regenerative agriculture practices, with 35% of Americans having never even heard of it. An estimated 45% of surveyed US population wants to make more sustainable choices’, but lacks knowledge regarding how individual choices make a difference’ in their daily lives
More than half (57%) of Americans explicitly said they want to learn more about farming or regenerative agriculture.
To help these people, McCain had been striving to implement regenerative agriculture practices across 100% of the acreage used by 2030. The company’s progress in what it has been doing can also be gauged once you consider it reported that nearly 71% of its farmers are already at the Onboarding level of the McCain Regenerative Agriculture Framework, which is essentially a roadmap to support farmers’ progression towards a regenerative model of farming.
“At McCain, farming is at the heart of all we do. That is why we’re committed to advancing regenerative agriculture—to secure the future of fries and ensure they Taste Good and Feel Good. But real change happens when we all come together. Through everyday choices and the many ways we have made it easy to dig in on regenerative agriculture—whether learning, engaging, or enjoying our delicious Regen Fries—consumers can help make a difference for the future of farming,” said Christine Kalvenes, Chief Innovation and Marketing Officer at McCain Foods.
Talk about the company’s campaign on a slightly deeper level, we begin from a bid to incorporate gaming to drive its point home. You see, McCain will launch a brand-new augmented reality game, “Farms of the Future AR,” focused on transferring player into a Farm of the Future-inspired gaming experience. Users who choose to play this game can earn prizes and rewards, including swag made from upcycled and recycled materials, free fries, or even a farm-themed getaway.
As a way of maximizing the campaign’s research, McCain will also launch its new game at the Chelsea Market, inviting people to explore the difference regenerative practices can make over time through fun and interactive experiences.
Furthermore, the company has also linked-up with actor, Rachel Brosnahan, to encourage greater understanding about its regenerative farming journey and Regen Fries, made exclusively with potatoes grown using regenerative agriculture practices from McCain’s own Farm of the Future in North America.
“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. McCain is not just changing the way potatoes are farmed; they’re also changing the way people think about farming. I’m excited to be partnering with them to help raise awareness about regenerative agriculture in an immersive and accessible way. McCain’s new Regen Fries are already a favorite of mine because not only do they taste good, but they’re doing good for the future of farming,” said Rachel.
In case that wasn’t enough, McCain has even formalized collaborations with artists and makers, Currie Goat, Brothers Make, and Kelly Anna to design unique items that celebrate McCain’s regenerative progress. The idea here is to bring a mix which preaches both sustainability and cultural relevance.
