McCain Foods: Regen Fries campaign

Category: Integrated Campaigns; Entrant: Gravity Road

To highlight McCain Foods’ ongoing commitment to regenerative agriculture and sustainable farming, the brand worked with Gravity Road to build a gamified ‘virtual twin’ of the brand’s first real-life regenerative Farm of the Future within the Livetopia role-playing game on Roblox. The free-to-play game allows players to grow potatoes virtually using regenerative farming methods.

Within 12 weeks, more than 20 million had people visited it, and McCain used this virtual world as a platform to establish and promote a new consumer food category, titled Regen.

This was launched into the physical world with the creation of Regen Fries: the world’s first French fries made from regeneratively farmed potatoes. With hype created both online and IRL, McCain demonstrated how to tell stories about the future of food and farming without lecturing.

McCain: Regen Fries
Category: Integrated Campaigns
Entrant: Gravity Road
Agency: Gravity Road
Founder: Mark Eaves
Business Director: Oli Timbs-Harrison
Account Director: Rob Hall
Executive Creative Director: Seb Royce
Head of XR: Dom Lashley
Senior Creative: Andy Wilson
Head of Production: Katie Farmer
Web3 Producer: Emily Baird
Influencer Coordinator: Becca Hallowes
Post Production Lead: Charles Diable
Senior Designer: Eduardo Bardi
Designer: Andy Haig
Global Head of Planning: Michael Florence
Executive Strategy Director: Ruairi Curran