McCain Regen Fries

McCain Foods – the world’s biggest potato farmer – is pioneering Regenerative Agriculture with their next generation “Farms of the Future”. They have made a commitment to adopt these farming principles across their whole business by 2030. Art direction and design of digital & packaging assets for the launch of their first global campaign to educate young audiences on how we need to #saveoursoil.

First, to educate audiences on what regen farming is, the IRL Farm – located in New Brunswick, Canada – was recreated in Roblox. This has been integrated into the already huge roleplay game Livetopia, as a whole new world.

To take the virtual experience back into the physical world McCain partnered with Bored and Hungry – the iconic L.A. based Web3 food brand – to exclusively supply them with Regen Fries.

D&AD Wood Pencil