#SaveOurSoil

McCain Foods
2022

I helped launch McCain Foods’ global campaign bringing regenerative farming to Gen Z.

At the heart of the campaign was a world first product: Regen Fries, made exclusively with regeneratively grown potatoes at McCain’s Farm of the Future.

We rolled out a series of global activations that used the language of fries to spark conversation IRL and online, making sustainability something tangible (and edible!).

Awards:

Fast Company World Changing Idea
D&AD Wood Pencil
Webby Nominee - Food & Drink
Webby Honoree - Metaverse

We teamed up with Roblox’s Livetopia to create a virtual Farm of the Future. Players made their own Regen while learning the basics of regenerative farming without it feeling like homework.

2.8m visits

in the first 48 hours

over 15 mins

on average in game

We launched with an immersive one shot animated film that showed the ‘farm to fork’ journey.

I oversaw everything from the initial concept and camera flight through to character design, cut-downs and reversions.

I even voiced a worm.

To get Regen Fries into our audience’s mouths, we partnered with Web3 burger joint Bored & Hungry hosting events in LA, London and Toronto.