Introduction to Regenerative Farming
McCain Foods, the world’s largest manufacturer of frozen potato products, has reached a major milestone in its goal of implementing regenerative farming practices. However, the corporate has observed a major awareness gap: while 98% of U.S. and Canadian consumers eat fries, lower than 1 in 10 understand the concept of regenerative agriculture.
The "Taste Good. Feel Good" Campaign
To address this issue, McCain launched its first global campaign, "Taste Good. Feel Good," in February. The campaign includes creator content, ad spots, and in-person experiences, in addition to an augmented reality (AR) game where consumers could make fries using sustainable farming techniques to earn rewards. Since its launch, over 77 million virtual fries have been prepared by players, who spend a median of four-and-a-half minutes playing the mobile web-based game.
Educating Consumers
The need to coach consumers on regenerative agriculture is obvious, with 57% of Americans and 67% of Canadians wanting to learn more in regards to the subject. Creating entertaining experiences just like the AR game helps ensure people can construct their knowledge in a digestible way, explained McCain Chief Innovation and Marketing Officer Christine Kalvenes. "Nobody desires to be preached at, no person desires to be talked to, and positively not talked right down to," said Kalvenes. "But when you could make it engaging, when you can meet consumers where they’re at, when you may give them something fun to do and make it relevant and put food of their mouth at the identical time, the education comes along for the ride."
Fries of the Future
Private, family-owned McCain has committed to implementing regenerative farming practices across the entire acreage used to grow its potatoes by 2030. The company has helped 71% of its farmers reach the onboarding level of the McCain Regenerative Agriculture Framework. McCain operates commercial-scale hubs for research, which it calls Farms of the Future, to check and scale regenerative practices to support growers.
The Farms of the Future AR Game
The "Taste Good. Feel Good" campaign is supposed to bring the farm-to-fry experience to life, a goal it used as inspiration for its Farms of the Future AR game. Players can scan a QR code to be transported into the farming experience, where they’ll get an outline of tips on how to farm potatoes the regenerative way. Consumers can earn prizes, including items produced from upcycled and recycled materials, free fries, or a farm-themed getaway, depending on what number of fries they make throughout the game.
Previous Gaming Experiments
McCain previously experimented with gaming, making a Roblox experience in 2022 across the launch of its Regen Fries, a limited-time offering made with potatoes cultivated through regenerative farming methods. The activation had players grow virtual potatoes through farming methods that improve soil health. Consumers spent roughly the identical period of time with the Roblox experience because the newer AR game.
Sustainably Driven
McCain’s latest push comes as consumers remain loyal to what is taken into account one of the popular food items in America. The global frozen french fries market was valued at $23.5 billion in 2023 and is predicted to grow to $36.5 billion by 2033. However, U.S. consumers are increasingly concerned about their financial standing as recessionary fears loom.
The Importance of Authenticity
McCain’s deal with sustainability is a technique the brand asserts its value, supported by progress reports and other informative efforts. For others seeking to make sustainability an element of their messaging, Kalvenes stresses the importance of going deeper than a marketing campaign. Brands have increasingly been called out for greenwashing when their promoting doesn’t align with actual environmental efforts. "It’s meaningless to speak when you’re not putting your money where your mouth is, and you are not standing behind your commitments," Christine said.
Future Plans
Kalvenes’ plans for the longer term include leveraging artificial intelligence (AI) to simplify tasks like reaching a broader audience and crafting more relevant messaging.
