McCain Foods aims to help consumers understand the importance of regenerative farming, in its first global campaign.

Devised by social media agency Gravity Road, the campaign ‘Taste Good. Feel Good’ showcases the farm-to-fry journey and how simple swaps can lead to a more “resilient food system”.

McCain Foods’ chief innovation and marketing officer, Christine Kalvenes said, “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.”

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As part of its marketing drive, the company launched an augmented reality game titled ‘Farms of the Future AR’. Players can earn prizes and rewards such as merchandise made from upcycled and recycled materials, free fries or a farm-themed getaway.

Gaming company AR Immersive Technology Partner Rock Paper Reality produced the game.

Image above: Actor Rachel Brosnahan, who is best know for TV show Marvellous Mrs Maisel.