McCain has partnered with Outernet London and Farmer Will for its ‘Let’s All Chip In’ campaign, aiming to raise awareness of regenerative agriculture. The campaign includes an augmented reality game that teaches users about sustainable farming practices. McCain’s goal is to have all partner farms practising regenerative agriculture by 2030.
McCain has taken over Outernet London at Tottenham Court Road as part of their ‘Let’s All Chip In’ campaign. The initiative aims to raise awareness about regenerative agriculture, inspired by findings that only 10% of Brits understand this concept, despite 58% wanting to learn more. The activation is orchestrated by PHD and Grand Visual, focusing on communicating the importance of regenerative farming to consumers and promoting sustainable product choices.
The campaign features TV personality Will Young, known as ‘Farmer Will’ from Love Island, who encourages learning about regenerative farming. He expressed enthusiasm, stating, “I’ve loved being at the Outernet today trying the McCain Farms of the Future AR game and learning more about regenerative agriculture.”
The initiative includes the augmented reality game, “Farms of the Future,” where participants learn about healthy soil and its role in ensuring future food supplies. This engaging game has previously been featured at a similar event in New York.
Mark Hodge, VP of marketing at McCain Food UK and Ireland, reinforced the brand’s commitment to regenerative agriculture, aiming for 100% adoption across partner farms by 2030. He noted, “McCain is committed to doing more,” emphasizing the need to make sustainability fun and interactive to engage the public effectively.
McCain’s Outernet takeover is a strategic move to educate consumers about regenerative agriculture through engaging experiences with Farmer Will. The initiative underscores McCain’s commitment to sustainability, aiming for broad awareness and understanding of sustainable farming practices. This forward-thinking approach demonstrates that sustainability can be accessible and enjoyable for the public.
Original Source: www.marketing-beat.co.uk