McCain's AR Game Educates Consumers on Regenerative Farming

McCain Uses AR Game to Promote Regenerative Agriculture

McCain Foods, the world's largest frozen potato product manufacturer, is tackling the challenge of educating consumers about regenerative agriculture. While most people enjoy french fries, few understand the sustainable farming practices behind them. To address this, McCain launched the "Taste Good. Feel Good." campaign.

This global initiative includes an augmented reality (AR) game where players "grow" virtual fries using regenerative farming techniques. Players earn rewards, and the game provides a fun, digestible way to learn about sustainable agriculture. Since its launch, the game has seen over 77 million virtual fries prepared, with players spending an average of four and a half minutes engaged.

Engaging Consumers Through Interactive Experiences

A recent survey revealed that a significant portion of consumers are eager to learn more about regenerative agriculture. Christine Kalvenes, McCain's Chief Innovation and Marketing Officer, believes that engaging experiences like the AR game are key to effective education.

Nobody wants to be preached at. But if you can make it engaging, fun, and relevant, the education comes along for the ride.

From Farm to Fry: McCain's Commitment to Sustainability

McCain has pledged to implement regenerative farming practices across all its potato acreage by 2030. The company's "Farms of the Future" initiative serves as a research hub for testing and scaling these practices. The AR game, inspired by this initiative, transports players to a virtual farm where they learn about regenerative agriculture while earning rewards.

This isn't McCain's first foray into gaming. In 2022, the company launched a Roblox experience centered around regenerative farming. The AR game, however, offers greater accessibility and integrates seamlessly into consumers' daily lives.

McCain also reintroduced its Regen Fries, made with regeneratively farmed potatoes, as a limited-time offering. The company hosted pop-up events in New York, the U.K., and Canada, featuring the AR game and other interactive experiences.

Sustainability as a Core Value

As the frozen french fry market continues to grow, McCain recognizes the importance of communicating its commitment to sustainability. The company believes this focus adds value to its brand, especially as consumers become more price-sensitive due to economic concerns.

Kalvenes emphasizes the need for genuine commitment to sustainability, cautioning against greenwashing. She believes that brands must back up their messaging with real action and transparency.

Looking ahead, Kalvenes plans to leverage AI to enhance marketing efforts and reach a wider audience. McCain also aims to increase its presence in out-of-home occasions, further connecting with consumers.