Taste Good Feel Good

Client
McCain Foods

Year
2025

The second phase of McCain’s global campaign to educate Gen Z about regenerative farming using fries that not only taste great, but also help #saveoursoil. Taste good, feel good.

As senior creative my main role was developing ‘Farms of the Future AR’, an mobile game which challenged players to make delicious Regen Fries in augmented reality and earn a high-score to win real world prizes.

The groundbreaking game rewarded players for growing potatoes using regen farming methods. To help them on their journey from farm to fork we built two procedural AI characters, Wormy and Vera, on hand to break down regen farming or just chat to you 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 about regenerative farming using fries that not only taste great, but also help #saveoursoil. Taste good, feel good.

The groundbreaking game rewarded players for growing potatoes using regen farming methods. To help them on their journey from farm to fork we built two procedural AI characters, Wormy and Vera, on hand to break down regen farming or just chat to you 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.

The campaign kicked off with a social film starring Poppy Cooks and Kolby Kash…

…and a fries filled launch event in NYC with actor and brand advocate Rachel Brosnahan

TASTE GOOD, FEEL GOOD

😋

TASTE GOOD, FEEL GOOD 😋

MCCAIN

-

MCCAIN -

Andy Wilson / Creative / Lettering