McCain Foods is asking us to all ‘Chip In’ and support the environment, in a campaign designed to highlight the positive collective impact of supporting regenerative farming.
Starring comedian and Love Island commentator Iain Stirling, the 60-second film premiered during Love Island’s final, telling the story of regenerative farming methods.
Directed by Alex Boutell, the ad features Stirling meeting McCain farmer Imogen Stanley in her tractor, before journeying to her family farm in Oxfordshire and learning about regenerative farming methods, including cultivating less, planting wildflowers and rotating crops.
Showcased across TV, video-on-demand, social, cinema, digital and with supporting PR and social campaigns, the Adam & Eve DDB creative has been designed to engage young people in particular.
The TV spot is supported by a series of comedic eight films featuring Gen Z TikTok creators, Ayame Ponder, Arthur Hill, Charley Marlowe and Jack Remmington.
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“We’re hugely proud of our new 360 campaign, ‘Let’s All Chip In’,” said McCain Foods UK&I marketing vice president, Mark Hodge.
“McCain’s commitment to 100% regenerative farming by 2030 means that more and more of our growers will adopt these methods with the help of the training and funding we provide. As a result, simply by choosing McCain, consumers are able to chip in and support a more sustainable approach to farming,” Hodge added.
The campaign comes at a crucial time for the food brand, which has recently reported potato yields decreased by 15% in 2022 alone.
In addition, the campaign follows research conducted by McCain which showed how younger consumers felt passionately about supporting climate change but at times felt disillusioned and disheartened by the scale of the challenge and disillusioned with the impact individuals can have.
The data revealed that almost two thirds (64%) of Gen Z would also be interested in knowing more about where their food comes from, whilst 68% are eager to make better informed choices at the checkout.
