Frozen food brand McCain has taken over Outernet London, a digital exhibition space at Tottenham Court Road, as part of its ‘Let’s All Chip In’ campaign.
Led by PHD and Grand Visual, with the former agency behind media planning and buying, the activation was inspired by research revealing that only one in ten Brits are familiar with regenerative agriculture, despite 58% expressing a desire to learn more.
Featuring TV personality and former Love Island contestant ‘Farmer Will’ (Will Young), the work will aim to help consumers understand why regenerative farming matters and how swaps in their product choice s can support the journey to a more resilient food system over time.
“I’ve loved being at the Outernet today trying the McCain Farms of the Future AR game, and learning more about regenerative agriculture,” said Farmer Will.
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“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.”
The takeover will also include the Canadian multinational’s “Farms of the Future,” augmented reality game, where users become farmers, teaching them how healthy soil helps protect future food supplies. It has previously been made available via a similar event in New York.
McCain Food UK and Ireland VP of marketing, Mark Hodge added: “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.”
