Taste Good Feel Good

McCain Foods
2025

The second phase of McCain’s global campaign to educate Gen Z on regenerative farming, proving fries can taste great and #saveoursoil

I was instrumental in shaping the Taste Good, Feel Good platform. For phase two, I led the creation of Farms of the Future AR, a mobile game that turned growing potatoes and making fries into an interactive, prize-winning experience.

The game rewarded players for using real regen farming practices.

To make the science more digestible, we built two procedural AI sidekicks, Wormy and Vera, who could answer any regen farming questions audiences had (or just chat about fries).

We took the game to interactive screens at London’s ‘Outernet’ space and Bluewater shopping centre, where the public could try their luck at the mini games…

Taste Good Feel Good

The second phase of McCain’s global campaign to educate Gen Z on regenerative farming, proving fries can taste great and #saveoursoil

The game rewarded players for using real regen farming practices.

We took the game to interactive screens at London’s ‘Outernet’ space and Bluewater shopping centre, where the public could try their luck at the mini games…

We told the broader product story with a social film

starring the “Potato Queen” Poppy Cooks and Chef Kolby Kash

and a splashy launch event in NYC

with actor and brand advocate Rachel Brosnahan